The Trendera Files Trendera Files
THE THE TRENDERA FILES TRENDERA FILES
Trendera
THE FUTURE OF Volume 9, Issue 1, January 2018
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CONTENTS
THE FUTURE OF INTRO 4 YOUR CONSUMER 76 78 Is It Over Yet?
84 Your Consumer In 2018 2017 IN MEMES 7 89 Values & Goals
95 Dating
97 Entertainment STILL GOING STRONG 11 102 Technology 103 Retail
107 Money THE FUTURE OF... 15 108 Significant Differences: Coastal vs. National
16 Lifestyle
24 Gender
30 Power, Influence & Celebrity 34 Entertainment Trendera 40 Social Media
44 Technology
52 Fashion
58 Retail
64 Marketing
70 Work
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NOW TRENDING 112 STATISTICS 155
113 Lifestyle
118 Entertainment
121 Digital / Tech
123 Retail / Fashion
STANDOUT MARKETING 126
THE HOT LISTS Trendera131 132 What’s Hot: Gen Z 8-12
134 What’s Hot: Gen Z 13+
136 What’s Hot: Millennials
138 Trendera Class of 2018
150 Digital Download
152 Know the Slang
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If you’re reading this, congratulations are in order—you survived 2017!
We knew this year was going to be a doozy, and boy was it. Having endured a trifecta of some of the worst natural disasters and mass shootings on American soil, an outpouring of sexual harassment scandals, and global nuclear annihilation looming closer with every presidential tweet, it’s no wonder 2017 left so many of us physically, mentally, and emotionally exhausted.
When even Taylor Swift has taken a turn for the dark, it’s clear that a seismic mood shift has occurred within American culture. Thankfully, the new year is here just in time to inspire us and redirect our focus. While we may not be as passionate about rainbows and unicorns, this year will be one of more substance: we’ll see people become much more intentional and informed while also carving out moments of genuine happiness in their lives and going to extremes to let loose. As you read our predictions for the most important trends for 2018, you’ll likely notice this delicate balancing act, with consumer sentiment and behavior becoming at once more serious and subdued yet more fulfilling and fantasy-driven.
Always our favorite issue of the year, the January edition of The Trendera Files is packed from cover to cover with our newest macro and micro trends, favorite marketing campaigns, and curated roundups on who, what, and where is on the rise. We’re also keeping tradition by showcasing our latest survey results by comparing nationally representativeTrendera respondents to those who live in coastal cities.
Despite its predecessor, we believe 2018 will be an incredible year and hope this issue empowers you to make it one of the best yet—for yourself, your company, and your consumers.
TRENDERA
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2017 IN MEMES
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JAN 2017 | SALTBAE FEB 2017 | CASH ME OUSSIDE
WELCOME TO MAR 2017 | ROLL SAFE APR 2017 | YOUR TAPE Trendera
MAY 2017 | SPONGEMOCK JUN 2017 | THE FLOOR IS
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NOTHING BUT RESPECT DISTRACTED JUL 2017| FOR MY PRESIDENT AUG 2017 | BOYFRIEND
SEP 2017 | MARIAH CAREY OCT 2017 | FIRST OF ALL... Trendera
IF YOU PLAY NOV 2017 | 10/31 VS. 11/1 DEC 2017 | THIS SONG...
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Sometimes we surprise even ourselves when it comes to predicting long- term trends. Here are a few we have discussed before that are still going to be important for the year ahead.
MULTICULTURAL COOL
As Gen Z becomes the first generation with a multicultural majority, they are pushing for mainstream pop culture as well as brands to reflect the world that they live in. For many younger consumers today, being “just” white is considered boring and carries a stigma of being ignorant and privileged, while being multicultural and having many ethnic elements as part of one’s identity is considered a status symbol.
DIVERSIFIED STORYTELLING
Perhaps a result of the above, unlike the past, when marginalized groups depended on a mainstream white culture and big brands to lend them a voice, the democratization of social media has now given underserved groups a platform to speak for themselves, which has created a new set of expectations. In 2018, we’ll see people become even more thoughtful about not only the stories that are being told, but who is telling them as well.
THE RATING GAME
We’re rapidly moving toward a future of assigning metrics to everything and everyone. Avid Trendera Files readers will remember when we wrote in 2015 about China’s proposed “Social Credit System,” which would factor in online activity, purchasing behaviors, financial history, and more to give citizens a score in “trustworthiness” to be used for everything from obtaining loans to making travel plans. We’re sorry to say that this will become a reality by 2020, Trenderaand in the meantime, 2018 may be the year that ratings become a dominant form of assessing taste, preference, and influence.
MAY A(I) HELP YOU
Artificial intelligence and machine learning seem to be driving the conversation around how to improve virtually everything these days. With AI shaping everything from recommendations and search to facial recognition and personal assistant bots, 2018 may very well be the year that society invites robotic intelligence into all aspects of daily life. Showtime12 STILL GOING STRONG IN 2018
SEARCHING FOR MORE
Also spurred by the 2016 Presidential election, people have been actively trying to expand their perspectives to see other points of view. While the movement originally began as a reaction to social media bubbles and skewed online news, expect to see the search for conflict and “reality” popping up in work, school, entertainment, and beyond this year. At the same time, don’t be surprised to see people, particularly peace-seeking Millennials, grow increasingly frustrated when agreeing to disagree is a lot harder than they thought.
FEAR FACTOR
Between natural disasters, political instability, and simply trying to get through a news cycle without worrying about the apocalypse, many people are feeling a lack of control every day, resulting in growing territorialism among people of various groups and ideologies. Both a driver and a consequence of the 2016 Presidential election, the desire to band together is amplifying ongoing movements of populism, nationalism, and tribalism both stateside and beyond in 2018.
THE POST VIRAL AGE
We are living in a post-viral age, where “viral” is not a descriptor of the process, but the product. Thanks to the ever-increasing sophistication of niche audiences and distribution channels, future crazes will have massive reach but the mark they make will be more fleeting than ever. In short, if you aren’t doing something RIGHT NOW, you aren’t relevant to today’s consumers. The good news is that it’s never too late to become relevant.
TrenderaMODERN ALCHEMY We’ve reported at length about the rise of health and wellness before and this trend is only going to continue. Consumers of all ages are thinking about their wellness holistically and incorporating even more spiritual (not religious) practices into their lives in 2018. After all, when Urban Outfitters is selling out of crystals, dried sage bundles, Palo Santo sticks, and tarot cards, it’s safe to say this trend has gone mainstream. Spiritual wellness will continue to be particularly influential in the fitness industry, where we’re moving beyond Soul Cycle cults to truly transcendent sweat fests.
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LIFESTYLE
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AGE OF ANXIETY
Anxiety is one of the biggest and more kids and teens are feeling buzzwords of the moment. The like they can no longer cope with Oxford Dictionary defines it as life’s challenges. Older generations “a feeling of worry, nervousness, are dealing with anxieties in the or unease about something with domestic sphere, and we’re seeing an uncertain outcome,” as well how people are Rethinking Infidelity as a “nervous disorder marked to reconsider their ideas of family, by excessive uneasiness and marriage, and sexual desire. With apprehension.” According to the many of society’s institutions National Institute of Mental Health, unstable, Faith Takes Center Stage anxiety affects almost one-third of as Christianity has a big impact on adolescents and adults and, in our pop culture, inspiring people to opinion, is a good descriptor of our reflect on how to hold onto hope cultural mindset in general these amidst challenges. Instead of opting days. From insecurity in our personal into faith, others are dealing with lives to expecting the worst from their anxieties by preparing for the the world around us—terrorism, worst, Doomsday Stockpiling in climate change, etc.—feeling anxious preparation for emergencies and is something that people of every age natural disasters. But it’s not all doom are well familiar with right now. and gloom. Perhaps one good thing to come out of this age of anxiety is TheTrendera most affected by anxiety, though, that mental health has taken prime may be Generation Z. Attributed importance. A new philosophy that to smartphones, foreboding news being Mentally Strong Is the New headlines, and huge expectations of Strong is driving people to take their success, the Gen Z Anxiety epidemic mental health seriously, setting time demonstrates how more aside for clarity and reset.
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GEN Z ANXIETY
ANXIETY ON COLLEGE CAMPUSES
Today’s youth faces unprecedented pressures to be academically, socially, and professionally successful. This, along with growing awareness and understanding of anxiety as a mental disorder, has caused anxiety to overtake depression as the most common reason college students have for seeking counseling. The American College Health AssociationTrendera found that 62% of college students reported feeling “overwhelming anxiety” in 2016—a 12% increase from 2011. Similarly, the Higher Education Research Institute at UCLA found that 18% of students “felt overwhelmed by all [they had to do]” in 1985, 29% said the same in 2010, and a whopping 41% in 2016.
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RETHINKING INFIDELITY
ESTHER PEREL
Belgian psychotherapist Esther Perel has become such a recognized face and voice lately that she’s earning a reputation as the Marie Kondo of love and relationships. Perel is notable for exploring infidelity—more specifically how human relationships are full of tension between our need for security and our need for freedom. Her philosophy and wisdom around reframing marriage, partnership, sex, eroticism,Trendera and desire has found a cult following, as single and coupled people alike are flocking to her TED Talks, new book The State of Affairs: Rethinking Infidelity, and podcast Where Should We Begin?
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FAITH TAKES CENTER STAGE
MIRACLES FROM HEAVEN
Faith-based films are doing well in the box office, as evidenced by the success of recent film Miracles from Heaven (2016). Based on a true story about a mother and daughter who survive an accident that not only leaves them unscathed but heals the daughter’s previously incurable stomach disorder, the Christian drama even inspired starring actress Jennifer Garner to open up about her own faith and experiences with the United Methodist Church.
CHRISTIAN YOGA
Many Christians feel uncomfortable practicing yoga because of its non-Christian roots, leaving a huge opportunity for people to bridge the divide. Schools, programs, and video series like Holy Yoga, BodyInUnity, and Foundations of Yoga are quickly showing Christians how to practice yoga from a Christian perspective, incorporating elements like prayer, TrenderaBible study, and scripture.
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DOOMSDAY STOCKPILING
PREPPING CULTURE
As people feel the world is going out of control, their lack of trust in the government is driving them to focus on self- reliance. A recent piece by Bustle revealed that while the stereotype of “preppers” is usually conservative and male, in reality, a large part of the prepper community is female, liberal, and diverse—people who simply value being organized and prepared. Citing reasons such as climate change,Trendera the possibility of financial instability, and failing government and medical systems, these women are stocking up on everything from foodstuffs, medical supplies, and water, to backup generators, first-aid kits, and books on emergency medicine. The community shares tips online too, using the hashtag #PrepperTalk on Twitter and websites like The Organic Prepper.
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MENTALLY STRONG IS THE NEW STRONG
PRIORITIZING MENTAL HEALTH
Madalyn Parker, a web developer at the company Olark, went viral on Twitter last year when she posted her boss’ email response to her needing a few days off work to “focus on mental health.” Olark CEO Ben Congleton became a minor internet celebrity not only for agreeing to the proposition, but going so far as to thanking and applauding Madalyn for helping “cut through the stigma” around talking about mental health.
THE CLASS
Mentioned in previous Trendera reports, the new form of exercise based on the belief that mental health should be treated with equal importance as physical health is taking LA by storm and will become even more relevant in 2018. Taryn Toomey’s The Class is a workout for feelings, combining cardio, yoga, meditation, body conditioning, Trenderacrystal healing, and yelling (yes, yelling) for a “cathartic mind-body experience.” Most unique is the class’ emphasis on sound and releasing energy—yelling, moaning, shaking, breathing—to help participants let go of stress, anger, and anxiety. The result is an experience that’s part exercise and part therapy session.
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GENDER
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THE RECKONING
For the last few years, most of the You may be wondering, what (and conversation about gender identity who) will be left? In 2018, the has been framed around women, and conversation will be about what this this trend will continue to amplify in new system should look like as well 2018. We’ll see more women tapping as the role men have to play in it. It’s into their anger this year, having clear that the gender norms of the become fed up with years of doing 20th century are no longer applicable more than their share of Emotional nor are they inclusive of the world Labor to cater to their male today, yet all signs point to the counterparts. After decades of trying feminization of society. Historically, to gain equality in environments that the world has been dominated by treated them as less than, women and catered to men, and while they are Reimagining The Boys’ Club for still control much of the power at themselves rather than trying to gain the highest levels, public opinion is access to the old ones. We’re also more important than ever. Women in the midst of a reckoning, as the are taking advantage of this, yielding #MeToo and #TimesUp movements their emotional and interpersonal haveTrendera emboldened society, women in intelligence to reeducate the world particular, to speak out and support and change the way it is run, creating those taking to task the men and a reality in which, to quote the institutions who have abused their wisdom of Beyoncé, girls truly do power, tearing down the broken “run the world.” system in the process.
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EMOTIONAL LABOR
“WOMEN AREN’T NAGS–WE’RE JUST FED UP”
This Harper’s Bazaar piece by freelance writer Gemma Hartley went viral because it resonated with so many women. Hartley describes an experience many have had but have lacked the words to express: the toll of “emotional labor.” Also called “invisible work” (which includes coordinating and planning, teaching and explaining, and general caretaking of others), emotional labor has been a topic of discussion in feminist circles for a while now, but Hartley’s piece made the topic accessible to the mainstream.
BITCH MOVIE
Subversive horror-comedy film Bitch (2017) tells the story of a woman who cracks under the burden of the emotional labor of taking care of her children as well as her philandering husband and begins acting like a dog (hence the title). Written by, directed by, and starring Marianna Palka, the film chronicles what happens when her bizarre condition forces her family to fend for themselves causing them all to realize just how much she does for them.
FREE EMOTIONAL LABOR CLUB TrenderaNow that people are starting to recognize the importance of emotional labor and make attempts to more evenly distribute this important work, many are asking the question, who should perform this labor? One Facebook group is offering a solution. The Free Emotional Labor Club Facebook group is a forum for people to get others to do a little bit of the heavy lifting. Focusing on issues of politics, social injustice, and philosophy, the Free Emotional Labor Club is a group where people can ask their questions without the judgment they would find on other platforms where the response to questions of this nature is often, “Google it.” Showtime26 THE FUTURE OF... GENDER
REIMAGINING THE BOYS CLUB
JUST SCOUTS
In 2017, the Boy Scouts made the historic move of allowing girls to join for the first time in the organization’s 107-year history. But for many, the move was too little too late, with executives in the Girl Scouts organization even suggesting that the decision was more of a strategic business move than a genuine desire for inclusivity and equality. Vice News explored this topic on their HBO series, Vice News Tonight, outlining the decline in Boy Scouts membership and how allowing girls into the scouts would be a suspiciously convenient solution for the financially struggling male only organization in desperate need of enrollment. Despite the motives for the decision, it’s raised a lot of questions and sparked discussion about the role of gender specific organizations in a time where everyone is so focused on equality.
COMEDY
The entertainment industry has a long history of being a male dominated universe where women are often treated poorly, paid poorly, and–as recent scandals and events have shown–even systematically abused. Women in comedy have an especially challenging time and the genre has a known history of being toxic for women between harassment from male comics and battling against the stereotype that women simply aren’t funny. To combat this, female comics have taken to making a concerted effort to cater to their target demographic–women. Comedian Iliza Shlesinger, who is quickly becoming one of comedy’s biggest stars and just released a book called Girl Logic: The Genius and the Absurdity, hosts “Girls Night In” a standup show where the audience is made up exclusively of women. Similarly, the Denver Center for Performing Arts hosted “Girls Only: The Secret Comedy of Women” a show with all female performers and catering to a mostly female audience.
FEMALE-ONLYTrendera SPACES Female only spaces have been garnering a lot of buzz recently with the likes of The Wing, a female-only work/meeting space and social club for female professionals in New York. Meanwhile in Sweden, there is a forthcoming female-only music festival “until men learn to behave themselves,” created in reaction to the cancellation of the country’s largest music festival Bråvalla, during which 4 alleged rapes and 23 alleged sexual assaults were reported in 2017. However, many argue that separation by gender is not the path to equality and while such spaces are important and can help the cause, they are treating a symptom of a larger problem and are by no means a cure.
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#Me T o o
THE MOVEMENT
Voted the most influential people of the year, the women behind the #MeToo movement gained traction when actress Alyssa Milano suggested women start posting just the hashtag “#MeToo” to indicate that they have been a victim of some form of assault or harassment. The idea was to allow women to show how widespread the issue of sexual assault is without having to go into detail about their stories, which can often be wrought with trauma and difficult to tell. However, the #MeToo campaign has been around for decades and is the work of activist Tarana Burke and was about showcasing the stories of marginalized girls of color whose struggles with sexual violence are often overlooked by the media and even people in their lives. While Hollywood hijacked the movement in the wake of the allegations against Harvey Weinstein, Burke is optimistic that this larger platform can help #MeToo serve its original purpose to help victims of sexual assault find their voice and be heard.
RETROACTIVE CONTAMINATION
From Cosby to Weinstein to Spacey, Hollywood is cleaning out its closets and the pile of skeletons is downright shocking as women are coming forward to expose years of predatory and systematic sexual violence. For the most part, the industry has acted swiftly in ousting the men who have committed these crimes, but for many within Hollywood these allegations were common knowledge and the reactions to them long overdue. They’re also paying the price in cancelling hit TV shows–Netflix is concludingHouse of Cards amid the Kevin Spacey allegations of pedophilia and sexual assault–and reshooting or even scrapping movies–Louis C.K.’s already controversial film, I Love You, Daddy, was cancelled completely after The New York Times expose into his long-rumored predatory behavior. The current reckoning has also raised questions around what happens next as audiences are now faced with a potential ethical decision. Every time they go see a movie or watch a show, viewers face the question, “How many women were harmed in the making of this film?” Furthermore, this new information fundamentally changes the audience’s relationship with the actor’s existing body of work in what some are calling “retroactive contamination,” where users can’tTrendera enjoy what was once their favorite show knowing the truth about the creators or actors. TRIPADVISOR SEXUAL ASSAULT BADGE
After catching flack for repeatedly censoring a customer review that detailed her story of rape at the IBEROSTAR Paraíso Maya resort in 2010 as well as similar comments about several other Mexican resorts, TripAdvisor has done a complete 180. The site has added a new feature to their listings that explicitly warns their users if they’re considering making a reservation at a location where sexual assault has been reported. TripAdvisor says that flagged businesses will have a badge on their account for a minimum of three months and hopes that this will encourage them to make changes to better protect their guests. Showtime28 THE FUTURE OF... GENDER
#Me T o o SPECTRUM
LGBTQ+ CONTENT
Condé Nast’s Teen Vogue has been a shining example of how to transition into the 21st century and has even made the move to purely digital content. Largely credited to digital director Phillip Picardi, the publication has been highly praised in recent years for effectively engaging their audience through high quality, relevant, and “woke” content online. Now, they are one step ahead yet again with them., a new LGBTQ-focused publication, platform, and brand from Picardi and Condé Nast. Debuting late last year, them. takes a similar approach to Teen Vogue offering relevant and well-written cultural commentary with an LGBTQ+ lens. Not to be outdone, Hearst launched Here, a platform under Seventeen magazine also dealing with LGBTQ+ content. Both Here and them. are examples of how publications must tell stories of and highlight people who were once sidelined to resonate with today’s audiences.
SAMENESS
The more things change, the more people become the same, at least as far as clothing is concerned. Androgynous, unisex, genderless—whatever the moniker—clothing lines made to be worn by both men and women are increasingly common and making a name for themselves as the next big thing in fashion. One such brand is LA label 69, which isn’t falling into the trap of simply labeling clothes made to fit men “unisex” but taking a step back and “designing for the species” rather than a gender. 69’s approach is self-described as “non-demographic” a term that alludes to an often-overlooked factor in unisex clothing, it’s not just about changing the clothes, it’s also about changing the way customers shop for them. What does marketing look like in a world where the product is the same for both genders? When stores serve both male and female customers with the same product how is it organized? How do the fitting rooms work? And what about sizing? If women and men become the same and their sartorial choices converge, retail as we know it will fundamentallyTrendera change. THE THIRD SEX
At birth, humans assign one of two genders to children based on their sex organs. Until recently, the two-gender system was so rigidly accepted that babies born with ambiguous traits were assigned a gender and underwent major irreversible surgery to “correct” the “problem” despite being completely healthy. With notions of gender changing to encompass a broader, more inclusive definition, eight countries and some US states are allowing more flexibility rather than just checking the male or female box. Most notably, Germany recently made headlines for becoming the first European nation to officially recognize a third sex.
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POWER, INFLUENCE & CELEBRITY
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POWER TO THE PEOPLE OR IS IT?
There’s no doubt that tech companies One of the most obvious examples currently hold a lot of power, from of the new order is New Patriotism. playing a heavy hand in politics to Represented by the recent determining today’s “It-people” to #TakeAKnee movement quickly creating the biggest lifestyle trends. politicizing what used to be America’s They have also ushered in a rapid favorite pastime: sports. Here, toppling of old structures across athletes become activists and what culture at large, with different used to be a solely recreational and groups rising to the top of influence commercial endeavor has become and visibility and everyday people polarizing and divisive. In the feeling empowered to drive this world of social media, revelations change en masse—but in 2018, people of Foreign Influences are showing will start to wonder who is really how our opinions, conversations, and calling the shots? In some ways, information can be manipulated by technology has enabled and advanced opaque, outside forces, making us mankind, but as evidenced by the question what we think we know. In rise of #FakeNews and its role in the pop culture, we are seeing the rise Presidential election, the opportunity of New Faces of Influence, groups for undue influence has amplified and group members of communities thanks to bots, foreign parties, and that were previously marginalized beyond. Whatever the cause, people or considered alternative (or not fromTrendera all walks of life are becoming considered altogether), that have now empowered to decide for themselves made their way onto the main stage. who gets a say in what—for better, or for worse.
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NEW PATRIOTISM
#TAKEAKNEE
This hashtag movement saw one athlete quietly speaking out quickly snowball into a huge collective protest. The catalyst was (unsurprisingly) triggered by comments made by President Donald Trump at a September rally in Alabama, calling Colin Kaepernick (the former 49ers quarterback who began kneeling during the National Anthem in 2016 to protest police brutality and the oppression of black people) a “son of a bitch” who should be “fired.” The comment moved more than 130 players to kneel or sit during NFL games in support of Kaepernick’s right to free speech, with support across Twitter for #TakeAKnee coming from athletes, coaches, and team owners alike.
PUBLIC OPINION
The #TakeAKnee movement has divided sports fans, as supporters of the President have begun to boycott the NFL due to the controversy. According to a study by FiveThirtyEight, public opinions on the incident are highly divided by race, party, and varies dependent upon whether questions on the topic are focused through the lens of Trenderapatriotism, free speech, or race relations.
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FOREIGN INFLUENCES
TWITTER & FACEBOOK
Russian operatives are also suspected to have influenced the election through Twitter and Facebook using content farms in Russia that purchased ads and posted content to sway voters. Researchers found that most of the content that was posted was falsely posted as coming from U.S. or European citizens. Military personnel, veterans, conspiracy theorists, and ring-wing sympathizers were also targets of false information. According to The New York Times, Russian-backed posts have reached 26 million Facebook users, and resulted in 131,000 messages on Twitter, and 1,000 videos on YouTube. As a result, Facebook has pledged to be more transparent.
RUSSIAN IMPACT ON GOOGLE
Recently, Google revealed that the company discovered that Russian operatives spent tens of thousands of dollars on YouTube, Gmail, and Google Search ads to impact the 2016 U.S. presidential election. This led Google to begin investigating its advertising system more closely, but did little to assure consumers of the tech giant’s commitment Trenderato transparency.
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ENTERTAINMENT
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INFINITE ESCAPISM
The entertainment industry has gone In examining the kinds of stories through numerous shifts over the that audiences are increasingly past few years and how we consume attracted to, it is illuminating to stories today is changing faster than focus on those featuring Infinite a Snapchat story disappears. But Possibilities and Addiction to plenty of innovation and change still Escapism. Through these stories, lies ahead. Content will continue we can see concerns about the state to reflect our anxieties about the of the world as well as pessimism world, while changes in storytelling about its future manifested. Creators techniques and how the industry are continuing to experiment with functions will reflect developments in telling stories in new ways, often our broader society. As has been the giving more power to viewers. This trend, entertainment consumers are has resulted in a new generation of becoming more and more empowered Control Freaks, audience members to choose what they watch, voice looking to influence the nature of their opinions, participate in content or even the industry itself, entertainment, and even shape the making their everyday entertainment industry to reflect how they think it choices akin to conscious consuming. should be. Lastly, the continued refinement of Social Crossover is showing how intertwined reality television is Trenderabecoming with social media.
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INFINITE POSSIBILITIES
RICK AND MORTY
We’re beginning to see more and more stories that take place in worlds that allow for multiple worlds within. This is the opposite of the popular “one universe”concept readily seen in superhero movies, in which audience members delight in seeing characters from different comics meet in the same “world.” Instead, in stories featuring infinite possibilities, there are no universal laws or systems, and viewers must shift perspectives quickly to understand what’s going on. The most popular example of this is Adult Swim’s Rick and Morty, which features an alcoholic scientist and his grandson traveling across different planets, dimensions, and existences, each with their own history and set of rules. By showing many different realities, the show has a quiet message of nihilism and existential dread that many viewers are attracted to and entertained by.
NO MAN’S SKY
Though players of this exploration and survival video game participate in a shared universe, No Man’s Sky is notable because it takes place in an infinite, “procedurally generated” galaxy (meaning that the galaxy is created with algorithms instead of directly by the game’s designers). The Trenderaresult is a universe with over 18 quintillion (quintillion!) planets—each with their own sets of flora and fauna—that players can explore on their own. The concept received a lot of hype pre-release, but after a challenging debut, its creators are updating the game to improve the user experience.
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ADDICTION TO ESCAPISM
READY PLAYER ONE
We’re pretty much swimming in stories involving dystopia and the apocalypse these days, and it’s safe to say that everyone is envisioning a pretty bleak future. What is new, however, is one idea about how we might deal with this future: addiction and escapism. Stories are popping up about a future in which people are addicted to things that distract them from and help them deal with reality. Ready Player One, one of 2017’s biggest books and likely to be one of 2018’s biggest movies, centers on a post-apocalyptic world in which the physical world is completely wrecked. In this world, however, everybody logs into a virtual reality world, “the OASIS,” where they form their main identity and do everything from socialize to work to receive an education. To the characters of Ready Player One, life would be completely unlivable without escaping to their VR realities.
17776
Sports-centric website SB Nation recently received attention for 17776, an experimental interactive fiction, an online story that takes place in the year 17776. In this world, people have become immortal, and to entertain themselves, people in the U.S. have turned to watching Trenderalong, huge football games that reach across the country from border to border.
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CONTROL FREAKS
MOSAIC
Consumers are increasingly empowered to shape the stories they consume with projects like Mosaic, an interactive mini- series by Steven Soderberg and HBO that allows audience members to choose their own path within the story with clips ranging in length from just a few minutes to the length of a standard TV show. Through the app, viewers can follow different characters’ experiences three months before the release of the full show, making different choices to build a different story.
THE HARVEY WEINSTEIN EFFECT
Viewers are also attempting to reshape the entertainment industry itself. Allegations of sexual assault, harassment, and rape against Weinstein Company co-chairman Harvey Weinstein—and the resulting wave of similar allegations against other men in entertainment—has resulted in a desire amongst consumers to change the culture of Hollywood. In an interview with Refinery29, Cristina Escobar of the Representation Project recommended people fight back by Trenderaprioritizing seeing movies directed by women in theaters on opening weekend and by seeking out projects, TV shows, and films by women. Johanna Blakley, Deputy Director of the Norman Lear Center, an entertainment research and public policy center, even recommended avoiding movies that the Weinstein Company will benefit from, offering examples such as The Current War (2018), The Upside (2017), and Mary Magdalene (2018).
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SOCIAL CROSSOVER
THE VOICE ON SNAPCHAT
Social media platforms are starting to play a major role in reality TV, spreading existing content to new audiences. Snapchat recently received its first Emmy nomination for the ‘creative achievement in interactive media within an unscripted program’ category for its social media version of The Voice. Since the show’s debut in 2016, social media users have been able to submit performances for the chance to appear in the five-episode Snapchat miniseries.
GLAM MASTERS
Social media is also being used to recruit talent for programs. Kim Kardashian West recently took to Twitter to announce her new show Glam Masters, a competition show to be the newest member of her beautification squad. The tweet included a link to a questionnaire application, encouraging Trenderaany beauty bloggers or makeup artists to apply for a spot.
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SOCIAL MEDIA
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THE NEW TOBACCO
We used to think of social media For them, tuning into the new crop platforms as the Wild West where of Serialized Social Media Shows anything goes, a place with few on their mobile device is as natural rules and plenty of opportunity to as sitting down to watch live TV, if strike it rich. Now everyone takes not more so. On the user-generated Self-Branding so seriously, the FCC side, social media has become a new is cracking down on ads and the Creative Hub where consumers influencer landscape has become of all ages go first for new ideas, extremely crowded, making it harder inspiration, and content. than ever to rise to the top without tools, time, and even training camps. While at times it seems social media Meanwhile, the medium continues to couldn’t have a stronger hold on pioneer new forms of entertainment: society, our bet is that in 2018 these for digitally native Gen Zs, social platforms will find a way to become media is simply a part of life so fully even more relevant and vital to our integrated into their social experience daily lives. that they think nothing of the huge roleTrendera it plays in their day-to-day.
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SELF-BRANDING
APP ASSIST
Whether they have one hundred followers or one million, people take their personal brands very seriously. To ensure they are making the most of their social media channels, savvy social users are turning to technology. UNUM is an app that allows users to plan their posts to make sure that the photos they are posting look cohesive in their feed because it’s all about the #aesthetic. Meanwhile, Ask Lisa is an AI social media assistant app that helps consumers decide which photo they should post to maximize their likes. Ask Lisa even suggests some hash tags to help give the post a boost. As apps become less about sharing and more about optimizing the individuals’ brands, they are turning into mini marketers and want access to the tools to grow their channels.
CAMP SOCIAL STAR
While we constantly hear about the astronomical incomes of the top 1% of YouTubers, there’s still the other 99% striving to become the next Zoella, Tyler Oakley, or Jenna Marbles. Like the acting, dancing, and modeling classes of yore that promise to equip their students with everything they need for superstardom, there is a growing industry in the promise of social media celebrity training. At the Yiwu Industrial and Commercial College (YWICC) located in China near Shanghai, students are taught how to dress, Trenderahow to style their makeup, and how to perform with dance lessons, interview training, and more. Meanwhile in LA, the Social Star Creator Camp is a 10-day sleep away camp charging between $400 and $3000, depending on the package, promising to be “the fast track for new and early social media content creators, true entrepreneurs, who are completely dedicated to learning the best practices for exceptional platforms that result in earning money and viral fame!” In 2018, the camp is going global with programs in Melbourne and London.
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SELF-BRANDING
FACEBOOK INFLUENCER APP
In attempt to woo influencers from YouTube and their subsidiary app, Instagram, Facebook is creating tools with them specifically in mind. At the “Future of Facebook Video” panel at VidCon 2017, the social network announced a standalone app exclusively for influencers. In addition to a community tab that will make it easier than ever for influencers to connect with their Facebook followers not only on Facebook, but on sister apps Messenger and Instagram, the app will also offer more in-depth insights and a “creative kit,” giving them access to tools to make content creation via Facebook more seamless.
PAID PROMOTION POLITICS
Instagram users will notice that their favorite influencers’ posts may now be labeled as promotional more loudly than ever before. No longer is “#ad” added to the end of a glowing caption about a brand, product, or service enough as the FFC is cracking down on these partnerships. New regulations require influencers to explicitly call out these partnerships as “paid promotions” and influencers aren’t happy. Making their livings off curating lifestyle and product recommendations, influencers will sometimes strategically partner with brands they genuinely love who pay them to reach said influencer’s audience in an authentic way. TrenderaIn their eyes, because they vet the brands and products before giving them their seal of approval and agreeing to promote them, labeling their posts on the behalf of these brands as “paid promotions” demeans their endorsement, weakens their influence, and thus cuts into their bottom line. As budgets for influencer marketing are growing exponentially, the FCC is facing increasing pressure to regulate this burgeoning business, but not without a fight.
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SERIALIZED SOCIAL MEDIA SHOWS
NEWS
E! News was one of the early adopters of the Snapchat show with their weekly pop culture and celebrity commentary, The Rundown. Hosted by Erin Lim, a silly and charming Millennial, The Rundown mixes celebrity gossip with internet culture cutting between the “news,” reaction gifs, and memes. As the show gained traction the network decided to bump the show’s frequency up to twice a week. Both the show and Lim’s popularity has continued their steady growth and the network is now bringing new episodes to Snapchat three times a week every Monday, Wednesday, and Friday, and has even landed Gen Z favorite guests such as Kylie Jenner and Charlie Puth.
SOCIAL MEDIA INTEGRATION
In Spain, new hit show If I Were You takes a choose-your-own- adventure aspect utilizing social media to vote on Facebook for what should happen next after each 10-minute episode. As fan theories, fan fiction, and fan opinions in general become more influential to plotlines of hit TV shows, If I Were You seems like a natural progression putting the control into the hands of the audience. Some shows are even hosted on viewers’ mobile devices: the brand-new game show app, HQ, allows viewers to participate in real Trenderatime and has millions of viewers tuning in day after day.
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CREATIVE HUB
INSTAPOETS
Further proof that all content is becoming bite-sized, the poetry currently resonating with Gen Z can be consumed in the same amount of time as a meme. Canadian Rupi Kaur, the bestselling poet behind the celebrated anthology milk and honey, not only accurately summarizes the thoughts and feelings of young people today, but also does it in a form they understand—in a riff off memes. In her latest book, the sun and her flowers, Kaur’s poems often span just a few lines, allowing ther to speak directly to the Snapchat generation. Kaur’s understanding of her audience even extends to her design capabilities, with books so highly Instagrammable they’re being peddled by Urban Outfitters and have become a must- have for any Instagram flat-lay. But perhaps the biggest testament to Kaur’s influence is the copies she has inspired, which can best be described as fan-fiction. College students around the country have taken to imitating Kaur’s style, creating short poems with accompanying illustrations about college life, launching a whole new art form within itself.
ARTISTS IN RESIDENCE
In 2017, the Los Angeles County Museum of Art–better known as LACMA–announced their first-ever Instagram artist in residency, Guadalupe Rosales. The LA-based artist and archivist is known for her work preserving the rich history of Latin culture in LA and curates two Instagram accounts on the topic, @veteranas_and_rucas and @map-pointz, which boast 119k and 15k followers respectively. The residency marks a significant shift for the museum world as it recognizes new art forms ushered in by technology and social media. Rosales’ work with LACMA is part of a larger trend of Instagram as a platform for the curation of archives with accounts like @oneofakind.archive, which acts as a digital representation of One of a Kind’s physical archive, or @ninetiesmoments which serves up 90s fashion and photography to its following of over 17k. As more and more is experienced online, the line between a highly-curated Instagram account and museums will continue to blur and, to Gen Zs, potentially become almost interchangeable.
WEBTrendera SERIES ARE THE NEW PILOTS Some of the most buzzed about TV shows right now started out as web series, from HBO’s Insecure and High Maintenance to Comedy Central’s Broad City. What makes these shows special is that, before they have been green lit by an executive, they have already resonated with a sizeable following, showing their potential to strike a cord with larger audiences. Much of this conversation is framed around the amazing opportunity these adaptations are for the content creators like Issa Rae, Ilana Glazer, and Abbi Jacobson. Series creators are granted access to a much larger production budget and the opportunity to reach a larger audience, and because they have an established audience, the network can’t dilute their ideas. Meanwhile, networks have just as much to gain from these projects: the adaptation of web series offers them the chance to challenge themselves to produce content outside of their comfort zone without the gamble. They know it probably will work because it already has. Showtime45 THE TRENDERA FILES: THE FUTURE OF
TECHNOLOGY
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TECH’S IMAGE PROBLEM
It’s safe to say that the (rather short- As a result, tech companies are lived) time when we thought Silicon fighting for a positive image as Valley could solve all our problems is consumers assess and reassess their officially over. These days, the names relationship with them, trying to Facebook, Google, Amazon, and Apple decide whether they are Friend bring both admiration and anxiety to or Foe. To win back users’ hearts, the minds of many consumers. From tech companies are making moves Facebook’s role in the presidential For the People to demonstrate that election, to the lack of diversity in they are prioritizing the interests of tech, to the unprecedented reach of their users as well as the interests digital advertising, recent debates of humanity at large, driving many have made it clear that while these large-scale altruism efforts. But companies certainly make lives their users are not the only people easier, they also have unprecedented that need convincing; on the other power and knowledge of what we side of the battlefield is a growing buy, how we get information, and global interest in placing Legislative how we communicate—making Restrictions on tech companies’ them the monopolies of the 21st far-reaching abilities. In the coming century. It’s time to say goodbye year, expect discussions surrounding to technology’s image of scrappy the reach and responsibility of startups and friendly products saving technology companies to be officially the Trenderaworld, and hello to a new picture: on the table. . mega-companies with complicated, opaque agendas.
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FRIEND OR FOE?
THREAT TO DEMOCRACY
The line between whether tech companies are friend or foe has become an incredibly blurred one. Arguing for foe is Pierre Omidyar, founder of eBay, who recently wrote that social media has become a threat and that its “monetization and manipulation of information is swiftly tearing us apart.” After investigating the topic, he has found six key threats social media poses to democracy: (1) echo chambers, polarization, and hyper-partisanship, (2) false and misleading information, (3) conflation of virality and popularity with legitimacy, (4) political manipulation of social media conversations, (5) targeted advertising and online monetization systems, and (6) amplification of intolerance and hate speech.
THE FRIGHTFUL FIVE
The dark cloud over tech’s image has resulted in an equally dark umbrella name for the companies Amazon, Apple, Facebook, Microsoft, and Alphabet (the parent company of Google): “The Frightful Five.” As explained in The New York Times, “we are, all of us, in inescapable thrall to one of the handful of American technology companies that now dominate much of the global economy [...] The five are among the most valuable companies on the planet, collectively worth trillions.”
...YET APPROVAL REMAINS HIGH
Despite public controversies, debates, and criticisms, research has shown that public approval of tech companies and the general use of their products and services remain high. According to Wired, research firm Morning Consult measured the “net favorability” of Trendera tech companies (the difference between the percentage of respondents who view the company positively minus the percentage that view it negatively), finding that Google came in at a whopping 83%, Amazon at 77%, and Facebook at 60%. YouGov also found that tech companies have now become some of the most popular brands in general, with seven of the top ten most popular brands coming from the tech sector. From these numbers, we can see that negative headlines have yet to outweigh the usefulness of and excitement around tech products.
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FRIEND OR FOE? FOR THE PEOPLE
PRIORITIZING PRIVACY
Tech companies are starting to visibly prioritize their users’ privacy to appeal to consumers and show they are working for them. In 2017, Apple announced new cookie-blocking technology that will be integrated into Safari 11, the latest version of their internet browser. This will limit how advertisers and websites track users and place a 24-hour limit on ad retargeting. The bold move has made advertisers so concerned that trade groups recently banded together to release an open letter declaring that the change will damage the internet’s infrastructure and will result in generic advertising. Despite this, Apple has continued to stand up for users’ privacy, and hopes to earn their trust by not letting third parties track their online activity.
TAKING A STANCE
Tech companies are also trying to work for the people by taking stances on political and ethical issues. Cloudflare, a company that helps protect websites from hackers, recently made the decision to take away its services from The Daily Stormer, a neo-Nazi site. Additionally, Twitter has begun unverifying white naionalist and anti-muslim activists.
NATURAL DISASTERS
Natural disasters around the world have provided tech companies with an opportunity to step in and demonstrate how equipped they are to solve problems. These attempts, however, have only ranged from disappointing to vaguely promising. Mark Zuckerberg hadTrendera to apologize for broadcasting a cartoon version of himself digitally exploring Puerto Rico after Hurricane Maria after accusations of tasteless rubber-necking. Facebook has, however, donated significant amounts of money to aid organizations in Puerto Rico and has worked on bringing connectivity back to the affected areas. Elon Musk also received high public approval for his plan to help Puerto Rico by sending Tesla battery packs and solar panels. Companies like Airbnb, Uber, and Lyft have also received attention for their donations and transportation/shelter contributions to post-hurricane areas.
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LEGISLATIVE RESTRICTIONS
EUROPE
When it comes to trying to control the power of tech companies, Europe is currently setting the agenda. An E.U. antitrust ruling made global headlines when it fined Google a record $2.7 billion for making its own products and services more visible than those of its rivals. In Germany, a new law called “NetzDG” makes it possible to fine social networks for not taking down hate speech. The U.K. is also reportedly working on limited tech companies, as a spokesperson for Prime Minister Theresa May recently announced that the government was looking at the “roles, responsibility, and legal status” of Google and Facebook.
THE U.S.
In the U.S., there is a growing notion in government that something should be done about tech companies, but exactly what to do is still unclear. Up to this point, tech giants have mostly avoided government scrutiny, but some are starting to speak up against this. Lina M. Khan, a legal fellow at Open Markets Project, has argued for a rewriting of antitrust laws to stymie the rapid rise of Amazon’s market power.
“ WHAT WETrendera NEED TO ALWAYS REMEMBER IS THAT WE’RE NOT
JUST MERGING WITH MACHINES, BUT WITH THE COMPANIES
THAT RUN THE MACHINES.”
– Franklin Foer in the book World Without Mind: The Existential Threat of Big Tech
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FASHION
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THE FASH & THE FURIOUS
It’s an exciting time to be a fashion One of the most important trends lover. After years of restrained style, going into this year is Maximalism, “natural” beauty, and Scandinavian a direct countertrend to minimalism, minimalism, the pendulum has which has held strong for so many swung in the opposite direction. This years. Across fashion, beauty, and year, expect to see all the fashion design, we’re seeing people embrace rules go out the window and people unexpected colors and textures. getting more bold and unabashed The world of fashion trends is also with how they adorn themselves. becoming even faster thanks to Perhaps this shift is a response to the AI Design, which takes fashion very serious and dark world around designers out of the equation and us, making us realize how necessary replaces them with algorithms. With color, fun, and hype are. The fashion this new technology, trends will build world will be taking a page from off each other with unprecedented Mark Manson’s The Subtle Art of Not speed, perhaps freeing consumers Giving a F*ck: A Counterintuitive from needing to follow everyone. In Approach to Living a Good Life streetwear, Collab Culture continues this year, going all in on dressing to hit new levels of excitement, with ostentatiously, faster technology, collaborations “dropping” every trends, collaborations, and product week and lines forming around releases. It’s time to pile it on. every corner. This culture of hype Trenderais completely reshaping the luxury sector, and certain global brands are starting to stand out as leaders in Gen Z Luxury.
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MAXIMALISM
ALL DRESSED UP
The ruffles, patterns, and unconventional layering that became popular last year is trickling into a broader mentality about how to dress. The site Man Repeller, a thought leader on how to dress unconventionally, recently published an article titled “The Case for Getting All Dressed Up for No Good Reason,” calling on fashion lovers everywhere to wear that dress that’s waiting in the closet for an event that will never happen. Wear a ruffle dress to breakfast, or a sparkly gown to get coffee—who cares?
@DECORHARDCORE
This Instagram account has become popular for its snaps of kitsch, glam, and colorful interiors. Run by Berlin-based Ksenia Shestakovskaia, the maximalist Instagram has caught the attention of Gucci’s Alessandro Michele, who hired her to promote a collection of eye-catching Gucci watches.
Trendera@UGLYDESIGN This Instagram account is tackling the maximalist trend from a more humorous angle, curating out-there images like a Louis Vuitton logo-printed toilet and furniture made from neon tennis balls.
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AI DESIGN
AMAZON LAB126
Amazon is making big moves in fashion. The company’s research and development team has created an algorithm that will be able to spot, react to, and even create fashion trends by simply analyzing existing social media images. Though the technology is just in its beginning stages, it has the potential to make the fashion industry even speedier and more responsive.
READING GARMENTS
University of Maryland professor Tim Oates is behind a system that can transfer a style from one piece of clothing to another. With this, people will be able to create new pieces or adapt pieces to fit their personal style.
TrenderaBITONTI TECHNOLOGY Studio Bitonti’s latest venture, Bitonti Technology, is working on algorithms that can learn and create lattice patterns and topology for mass-produced goods.
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COLLAB CULTURE
KITH
In today’s streetwear culture, designers know that it’s a collab or it didn’t happen. Partnering with others creates an urgency amongst fans that is hard to come by otherwise, and the master of this fact these days is Kith. The brand recently released “drops” with Nike, nonnative, and adidas, but more impressively, it just opened a flagship in NYC’s SoHo, a massive store featuring even more collaborations with brands like Champion, Coca-Cola, and Disney. The store even has an ice cream stand with “Kith Treats” designed by it-people like Vice’s Action Bronson, football player Victor Cruz, and artist Daniel Arsham.
HIROSHI FUJIWARA
A known legend to anyone interested in streetwear, Hiroshi Fujiwara is the brain behind the most hyped collabs. His company, Fragment Design, recently collaborated with Starbucks as well as Louis Vuitton; the latter saw pop-ups at luxury stores around the world featuring pieces inspired by an imaginary rock band. Trendera
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GEN Z LUXURY
SSENSE
Luxury is a tricky thing these days, but Ssense is one online retailer that has no trouble attracting the wallets of savvy (and affluent) Zs and Millennials. The Canadian retailer says 80% of its customers come from these coveted demographics.
MACHINE-A
According to Business of Fashion, U.K.’s Machine-A attracts Zs by offering a unique mix of high and low. This means an inventory that stocks brands ranging from Maison Margiela to Vans. Founder and director Stavros Karelis correctly explains, “Millennials love to shop the investment statement pieces, while Gen Z love affordable limited drops and collaborations.”
SMETS TrenderaThis Luxembourg outfit has a team dedicated to their social media followers, sending them exclusive previews and giving them access to hyped products from Balenciaga to Vetements.
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RETAIL
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EXPERIMENTATION FIXATION
In a time when consumers can get Expect to see Big Brands Bet Big whatever they want online, faster and in this coming year. This means cheaper than ever before, those in established brands on the wane the business of selling anything, from will be testing new concepts and established brands to trendy newbies, incorporating new technologies are rethinking the retail Experience to make the shopping experience with a capital ‘E.’ This means a more convenient, intimate, fun, and willingness to try everything, from personalized. There is also a lot of providing an unexpected alternative attention on bringing the Store to to the digital or giving people exactly Your Door, as brands and innovators what they want: that post they saw think up new ways to get their goods on Instagram. New bridges are being into the hands of consumers as built across the physical/digital quickly as possible. Thanks to the divide, and brands are fixated on domination of Instagram, retailers experimenting with that divide more have learned that they must convince than ever before. shoppers that there’s Something to See, designing in-store and in- restaurant experiences specifically to provide something Insta-worthy. For the amateur photographers flocking to these places, the possibility of good Trenderaphotos is worth making the trip.
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BIG BRANDS BET BIG
TEST MARKET, USA
As reported by The New York Times, Columbus, Ohio has become established as the place where brands go to test their newest ideas. As market researchers already know, Columbus has always been a key area for brands to glean insights about consumers due to a unique combination of demographics, geography, and size. Examples in Columbus include a DSW “lab store,” where shoppers can enjoy shoe rentals, cobbler services, and a nail salon, Lane Style Studio, Lane Bryant’s personal shopping program, and a Wendy’s that offers visitors physical menus, digital ordering kiosks, table servers, and counter seating.
AIMING FOR MILLENNIALS
Bloomingdales is betting big on Millennials this year, hoping to attract young beauty shoppers with their new Glowhaus concept that replaces the traditional intimidating beauty counter with iPads and testing stations. Housed in the department store’s Contemporary section, Glowhaus will offer 800 products from 30 trend-focused brands, all priced under $100.
GOING SMALL
TrenderaBrands are also betting big on going small, downsizing experiences to pursue a more intimate relationship with the customer. Examples include Sephora Studio, the makeup brand’s smaller “boutique” concept focused on offering custom makeovers and consultations, and Nordstrom Local, Nordstrom’s new café-sized, merchandise-free showroom in LA where people can drop by for manicures, get alterations, pick up online orders, or enjoy a drink at the bar (read more on p.123).
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SOMETHING TO SEE
FEAST YOUR EYES
Being “Instagrammable” is now key to being a successful eatery, as restauranteurs have found that many customers discover them on Instagram first and visit to get their own snaps. This has resulted in a general trend towards bright spaces, witty signs, eye-catching typography, colorful walls, unique floor tiles, and the most important thing to photography: good lighting. Design and branding agency Paperwhite Studio is behind two of the most Instagrammed restaurants in NYC, Jack’s Wife Freda and by Chloe., which both boast an impressive Instagram following and plenty of geotagged photos of their menu items. Social media success even helped Jack’s Wife Freda score a cookbook deal, that features even more beautiful photographs.
LEGO HOUSE
The amusement park Legoland in Denmark is now home to the new Lego House, a 12,000-square-meter playhouse for visitors that looks like huge Lego bricks stacked on top of each other from the outside. The playful spirit continues on the inside, too, where Lego fans will find play areas, stores, exhibition areas, and restaurants.
TrenderaOPTICAL ILLUSIONS
Tile company Casa Ceramica recently went viral on social media and design blogs for its entrance floor, which uses the company’s tiles to create a bold optical illusion to be enjoyed by store visitors.
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STORE TO YOUR DOOR
CYBER MONDAY MADNESS
The importance of e-commerce in general has amplified to an unprecedented scale. Case in point is this past Thanksgiving, which saw the biggest Cyber Monday event in history. According to an Adobe report, 2017’s online shopping event brought in a record $6.6 billion, making it the largest online shopping day in U.S. history. Adobe found the most popular Cyber Monday items to include the Nintendo Switch, Apple AirPods, and streaming devices like Google Chromecast and Roku. E-commerce platform Shopify reported over $1 billion in sales from just their merchants within the period from Black Friday to Cyber Monday. According to the company, Shopify merchants brought in $1,138,574 per minute (the number was $555,716 per minute in 2016), and shipped packages over a total distance of 12.6 billion miles, which is more than the distance from Earth to Pluto. In their report, Shopify also revealed that this was the most mobile-based Cyber Monday, as well as an increasingly global event.
SHADOW HILL
This Los Angeles brand has teamed up with Postmates to deliver orders, allowing customers to receive their sweatshirts, tees, and Trenderajackets just a few hours after ordering.
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STORE TO YOUR DOOR
STITCH FIX
This data-driven online subscription and personal shopping service made headlines for going public in the first tech IPO led by a woman this past year. The service uses algorithms and stylists to pick out outfits based on their users’ taste and history, mailing the goods straight to subscribers’ homes so they can try on the clothes and consider buying the pieces.
WHEELYS’ MOBY MART
This invention is a self-driving, staff-less, 24/7 supermarket on wheels that is being beta tested in Shanghai. If that isn’t enough keywords already, the store is also drone-equipped and solar powered. Interested customers simply hail the store using an app and shop by scanning the items they want with the app, which Trenderainstantly charges their credit card.
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MARKETING
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GENERATION MONETIZATION
Like what’s happening in retail, the Expect Filmvertising to gain advertising industry has had to step steam this year as brands tap into outside of its mainstay product— filmmakers and artists to create ads—and rethink how to get modern memorable and beautiful stories consumers to take notice. The divide around their products. Marketers between physical and digital has will also continue to go through a become completely fluid in this massive Experiential Takeover, with industry, as brands have become brands becoming more and more more and more nimble across both willing to invest in connecting with to meet customers where they are. customers through in-person events. A lot of experimentation is afoot, as Back on the digital side, a growing well as increasingly intelligent tools suite of tools are allowing brands that learn how to target with more to be Hypernimble, targeting and specificity and feed information customizing ads for specific audiences back to advertisers to help them in new ways never seen before. Gen Z be more effective in the future. is also leading the way in marketing; Thanks to data, artificial intelligence, amongst this younger demographic, machine learning, and some plain next Gen Brand Reps have become a old creativity, marketers are quickly normalized way for brands to reach learning how to create 360-degree new eyeballs and spread awareness brand experiences that feel exciting like quick-fire. to theTrendera customer while also bringing in sales and brand affinity.
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FILMVERTISING
GEOFF THE FILM
Kraft Heinz Australia has been attracting new fans thanks to a three-minute animation and campaign. Made for the brand’s new range of Heinz beans that come in differently sized cans, the adorable, feel-good film follows Heinz employee Geoff as he goes through youth, marriage, and fatherhood. With each life stage, he invents a different Heinz Beanz can size, pushing home the message that there is a Beanz option for every Aussie. Online, the ad has been divided up into shorter snippets, giving people a tasteTrendera of the heartfelt story while surfing the web. But they are far from the only ones: Mars, H&M, and Burberry have also captivated consumers with their filmvertising feats this year.
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FILMVERTISING EXPERIENTIAL TAKEOVER
A GROWING INDUSTRY
Brands are investing more in experiential marketing and small, creative agencies face fierce competition as demand goes up. Because today’s consumers prefer to skip TV and online ads, companies are taking money from media budgets and putting it into events, which consumers consciously opt into and are often excited about rather than passively consuming. Data is also starting to come in from events as more sophisticated technology develops to understand how experiences make money and event- goers become more willing to provide personal information.
BLADE RUNNER 2049 @ COMIC-CON
This year’s Comic-Con in San Diego featured a 12,800-square- foot experience by Johnnie Walker dedicated to immersing visitors in a Blade Runner world. Fans could walk through the experience, which was filled with actors and scenery including fake dirt, snow, and sand. More exciting features included a VR car chase, vending machines dispensing posters and t-shirts, and real LAPD officers that took photos of guests using “Replicant Eye Scanners.” Every guest wore a RFID wristband that was scanned at each touch point, providing a seamless experience for the visitor while feeding information back the event creators about Trenderawho was doing what inside the event. THE GPJ EXPERIENTIAL ECOSYSTEM
Experiential marketing agency George P. Johnson has teamed up with software company RainFocus to create a new data aggregation platform to help brands measure how their experiential marketing efforts impact sales, purchase decisions, brand affinity, and engagement.
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HYPERNIMBLE
YOUTUBE’S DIRECTOR MIX
Google recently announced a new suite of tools for YouTube ad marketers. Their new technology, called Director Mix, allows brands to upload different voiceovers, backgrounds, and copy, and Director Mix will create thousands of different ads from the pieces, tailored for different audience segments. A Campbell’s Soup bumper ad targeted to users watching Orange is the New Black clips, for example, may read, “Does your cooking make prison food seem good?” Another example features the bumper ad “Dinner for One?” for those watching Beyoncé’s “Single Ladies” music video.
GOOGLE’S CUSTOM AFFINITY AUDIENCES
An update to this Google offering allows advertisers to reach people not only based on their Google searches, but also on their Google Maps data (what places they look up or visit) and even what apps they’ve downloaded on their smartphone. Google has found from early testing that this can improve ad recall by 20% and brand awareness by 50%.
TWITTER’S #FUEL
Twitter has put together a service called #Fuel, made up of a Trenderasmall internal team dedicated solely to creating short spots for advertisers optimized for the platform. Converse is one of many brands that has taken advantage of the service, using it to create a series hosted by artist Miley Cyrus and actress Maisie Williams. They also generated 30-second ads using clips from the show to promote it on Twitter.
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HYPERNIMBLE NEXT GEN BRAND REPS
CAMPUS AMBASSADORS
Campus ambassador programs have been around for almost two decades now, but they’ve grown so much with the advent of Instagram and young people’s massive social media followings that they’ve become the new celebrity endorsements. Brands like Aerie, PINK, LIKEtoKNOW.it (an Instagram shopping app), ASOS, and adidas are known on university campuses across the country for their large teams of student ambassadors recruited to help spread awareness and drive sales. Recruited for their social network sizes,Trendera these reps host events and post regularly on Instagram and YouTube about the brand. PINK’s Campus Rep program recruits two reps for every college, and they in turn create their own team of volunteers. Another program, “LIKEtoKNOW.it Loves,” chooses 40 reps from applicants across the country for its monetization platform that allows reps to earn commission from retailers by helping spread LIKEtoKNOW.it.
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WORK
Trendera
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THE MILLENNIALS ARE HERE
Remember when we used to just This generational shift is being poke fun at Millennials? Well, now facilitated by Millennial Mentors, they’re not so funny anymore, internal Millennial employees who because they’re pulling their weight mentor higher-ups using their in the workplace and rapidly youthful point of view. In this role changing mainstream work culture. reversal, Millennial staff have Yes, we know, you’ve heard it all become one of companies’ key assets before—but we’re not talking about for staying relevant and attracting urban Millennials in startups and Millennial talent. Perhaps the most freelancing. The Millennials are older telling evidence of the changing now; they’re finding major roles in roles of Millennials is the fact that larger, established companies and many companies are Bringing Back opting for professional lifestyles the Suburban Office to attract that are suitable to their current them. That’s right, thirty-somethings life stage–starting families. As they and older twenty-somethings with become established figures in the families on the mind are starting to workplace, Millennial values— work in suburban areas that offer diversity, problem-solving, team more living space and good schools, spirit, health—are also becoming but still have a quick commute into appreciated and adapted. nearby cities. Millennial Values are infiltrating the workplace as TrenderaMillennials ascend, updating old concepts and completely changing notions of what a workplace can look like on an industry level.
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MILLENNIAL MENTORS
A ROLE REVERSAL
Millennial mentors are a new formalized practice that bigger companies such as MasterCard, Mars Inc., and Deutsche Bank are employing to help people in senior positions understand the modern mindset. Internal Millennials are proving to be an asset, as they’re being paired with managers to mentor them on areas ranging from market trends to new product ideas to how to attract Millennial employees to just being glorified tech support.
GEN Z CONSULTANTS
With Millennials an established part of the workplace that bosses can readily tap into, Gen Zs are stepping into their old shoes to educate on their new generation. A new flock of Gen Z consultancies led by teenagers and college students are connecting brands with everyday teens, with examples such as Zebra Intelligence (run by Tiffany Zhong, the youngest venture capitalist in Silicon Valley), JÜV TrenderaConsulting, and YouthLogic.
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BRINGING BACK THE SUBURBAN OFFICE
CITY-LIKE, BUT NOT THE CITY
Millennials have long been associated with city living and staying at the center of culture. But as they get older, begin starting families and taking out mortgages, many have become attracted to jobs in the suburbs that offer the best of both worlds. Companies like Marriott and Caterpillar Inc. are choosing new suburban worksites in Bethesda, MD (suburb of Washington D.C.) and Deerfield, IL (suburb of Chicago), respectively, that are near public transit and have walkable sidewalks to attract Millennials with this mentality.
FOCUS ON AMENITIES
These companies are also showing that they know that it’s the amenities that truly attract. Van Vlissingen & Co., a real- estate developer in the suburb of Chicago, for example, has instated Millennial-friendly fitness centers, food trucks, Trenderaand monthly concerts for their employees.
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MILLENNIAL VALUES
CULTURAL CONTRIBUTION VS. CULTURAL FIT
Millennials have long been advocating for change within traditional work culture. One of the keys to change is having diversity, something that Millennials know intuitively. Diego Rodriguez, EVP at Intuit, recently went viral for his article on LinkedIn that takes on this topic. In “Hiring: It’s About Cultural Contribution, Not Cultural Fit,” he challenges the established notion of “cultural fit” that is often used to keep the workplace homogenous. Instead, he calls for putting people together from different academic backgrounds and life experiences to move your company in a new direction. He writes, “I try to envision a future where this person’s unique point of view has shifted how we work and what we value. I hire for an individual’s potential cultural contribution.”
WEWORK
WeWork is demonstrating that it is betting big on the Millennial mindset. The office-sharing and leasing company has made its biggest investment to date with a $32 million Series B funding round for The Wing, New York’s ultra- trendy, women-only social club and co-working space. WeWork, a community with an 8,000-person waitlist and a presence in cities around the world, is showing that it’s Trenderanot just taking work seriously but also living and learning in general, as The Wing places a heavy emphasis on events, panels, and socializing on top of networking. The news follows the recent opening of Rise by We, WeWork’s gym and spa housed inside one of its offices. There, WeWork members can refresh or unwind from work with yoga, kickboxing, meditation, and strength training.
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Trendera THE FUTURE OF your consumer
Showtime76 THE FUTURE OF YOUR CONSUMER METHODOLOGY
TRENDERA SURVEYED 1633 CONSUMERS IN DECEMBER 2017. The survey was distributed online and via mobile phone. The respondent breakdown is as follows:
NATIONAL SAMPLE: COASTAL SAMPLE:
N=818 N=815 Nationally Representative Consumers Nationally Representative Consumers
8-50 yrs old, evenly distributed 8-50 yrs old, evenly distributed VS 204 GEN Z (8-12: children and 204 GEN Z (8-12: children and parents of children 8-12, due to legal parents of children 8-12, due to legal restrictions) restrictions)
205 GEN Z (13-21) 204 GEN Z (13-21) 205 GEN Y (22-37) 205 GEN Y (22-37) 204 GEN X (38-50) 202 GEN X (38-50) Male/female split for each generation Male/female split for each generation
ETHNICITY, INCOME, AND CITIES SURVEYED: Boston, Charleston, LOCATION DISTRIBUTIONTrendera Houston, Jacksonville, Los Angeles, Miami, BASED ON U.S. CENSUS. New Orleans, New York, Philadelphia, San Diego, San Francisco, Seattle, Tampa/St. Petersburg, Virginia Beach, THE FUTURE OF Washington D.C. your consumer Unless specified otherwise, statistics refer to national respondents 8-50.
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IS IT OVER YET?
IGNORANCE IS BLISS 80% OF CONSUMERS WOULD RATHER BE
the HAPPIEST person in the world than the SMARTEST. This is significantly higher than last year, when only 57% said they would rather be happiest than smartest.
TWENTY-ONETrendera PERCENT OF CONSUMERS 8-50 AVOID THE NEWS, SAYING IT’S too depressing.
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DOOMSDAY
During these fraught times, Gen Zs 13+ are significantly more likely than older generations to think THE WORLD WILL END within their lifetimes (the next 50 years): 18% Gen Z, 13% Gen Y, 13% Gen X. c
x c x x x x TrenderaxLOVE THYx NEIGHBOR?x x ONLY 10% OF CONSUMERS x have faith in people in general. x
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WHAT’S GETTING BETTER IN THE NEXT 20 YEARS
78% Technology 42% Healthcare 59% Shopping experience 40% Marketing 52% Gender equality 39% Race relations 51% Education 39% Fashion 50% Entertainment 38% Financial stability 49% Health and wellness 37% Work / life balance
GETTING WORSE IN STAYING THE SAME IN THE NEXT 20 YEARS: THE NEXT 20 YEARS:
55% The environment 34% Marketing 47% Government 33% Relationships The world inTrendera general 44% 37% The economy 35% Immigration 35% Parenting
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TOLERANCE TRUMPS POLITICS
The aftermath of the 2016 Presidential Election continues to affect people’s perception of the government, politics, and America’s place in the world.
The majority of consumers 8-50 (55%) would rather live in
CENSORSHIP than in poverty.
JUST 46%OF GEN Zs ARE PROUD TO BE AN AMERICAN compared to 51% of Gen Ys and 38% 63% of Gen Xers. of consumers 13-50 say you can’t count on the government to look out for society’s best ONLY 20% 40% interests. of Gen Zs say America is of Gen Zs believe the the best country in the presidential election was world, compared to 28% corrupt, compared to of Gen Ys and 46% of Gen one-third of Gen Ys and Xers. Trendera Xers. 1 IN 3 consumers 13-50 say our political system needs to be completely restructured for JUST 11% the modern age. of Gen Zs are happy with the presidential election results, compared to 19% of Gen Ys and 28% of Gen Xers. Showtime81 THE TRENDERA FILES: THE FUTURE OF
Consumers 8-50 say the top 3 best people to run our country would be...
45% 39% 38% A normal person who An older A politician understands regular person with more problems experience
In 2018, people are demanding more open-mindedness and acceptance from others.
The majority of consumers 8-50 agree: 56% As a societyTrendera we should accept all people no matter how different they are 56% I deserve to live whatever life I want 52% People today need to listen more to those with different opinions
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Trendera
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YOUR CONSUMER IN 2018
AT A GLANCE
Their general outlook:
YOUNGER OLDER GEN Z: GEN Z: GEN Y: GEN X:
60% 43% 39% 38% happy happy happy happy / open-minded
48% 32% 36% 31% smart stressed / smart / open minded relaxed open-minded
46% 36% 35% 30% fun mature smart active Trendera
Notably, in last year’s results (fielded before the presidential election)
“OPEN-MINDED”did not land in the top responses for any segment.
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WHAT THEY’RE WORKING ON
In these troubling times, younger consumers are seeking outlets for fun and positivity.
YOUNGER OLDER GEN Z: GEN Z: GEN Y: GEN X:
50% 51% 41% 52% having fun having fun having fun physical health
27% 30% 36% physical health / physical health / 48% finding myself / financial security continuous learning living life to fullest financial security
22% 35% living life to 39% living life to 37% physical health raising a family the fullest fullest Trendera
37% OF GEN ZS 13+ are currently working on finding their purpose and 32% are working on their mental health.
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HAKUNA MATATA
What consumers worry about day-to-day:
YOUNGER OLDER GEN Z: GEN Z: GEN Y: GEN X:
60% 62% family / getting a 50% 55% family family family good job
40% 53% getting good 48% 54% getting good debt debt grades grades
36% 50% 42% 53% friends friends physical health physical health Trendera
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AGE OF ANXIETY
Gen Zs 13+ are significantly more likely than older generations to worry about: Gen Z 49% THEIR APPEARANCE: Gen Y 28% Gen X 25% Gen Z 48% THEIR SELF-IMAGE/SELF-ESTEEM: Gen Y 23% Gen X 23% Gen Z 45% MAKING A LOT OF MONEY: Gen Y 27% Gen X 20% Gen Z 42% FINDING THEIR PURPOSE: Gen Y 24% Gen X 17% Gen Z 42% FIGURING OUT WHO THEY ARE: Gen Y 16% TrenderaGen X 15% Gen Z 16% GETTING A GOOD JOB: Gen Y 19% Gen X 15% Gen Z 19% GETTING PREGNANT / AN STD: Gen Y 8% Gen X 5% Showtime87 THE TRENDERA FILES: THE FUTURE OF
KEEPING THE FAITH?
THE MAJORITY of consumers 8-50 have faith in God (57%) and their parents (54%); however only 48% have faith in their partner and 10% for people in general!
Not surprisingly, Gen Ys are more likely than other generations to have faith and assume the best across the board. They are significantly more likely to have faith in:
Gen Z 7% PEOPLE IN GENERAL: Gen Y 13% Gen X 8% Gen Z 6% THE NEWS: Gen Y 10% Gen X 8% Gen Z 4% THE GOVERNMENT: Gen Y 12% Gen X 5% TrenderaGen Z 3% CORPORATIONS: Gen Y 11% Gen X 6% Gen Z 4% POLITICIANS: Gen Y 10% Gen X 4% Showtime88 THE FUTURE OF YOUR CONSUMER
VALUES AND GOALS
SIGNS OF SUCCESS
Despite being two cohorts who (in the past) couldn’t be more different, Gen Ys and Gen Xers are aligned when it comes to their top signs of success. Meanwhile, we continue to see Gen Zs 13+ placing more importance on their jobs than older generations.
GEN Z 8-12
72% A happy family 54% Being a good parent / Helping others 46% Making the world a better place / Freedom to live as you please
GEN Z 13+
63% A happy family 60% Loving your job 59% Making the world a better place / Freedom to live as you please
TrenderaGEN Y GEN X 60% A happy family 65% A happy family 52% Being a good parent 55% Being a good parent 48% Helping others 54% Helping others
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THEIR VALUES
Consumers 8-50 say it’s very important for them to...
85% 71% 67% 61% 58% Be a good Get a driver’s Own a Work at a job Have a person license house that gives them successful purpose career
$ $ $ $ Gen Z teens areTrendera significantly more likely than older generations to say that MAKING LOTS OF MONEY IS VERY IMPORTANT TO THEM (54% Gen Z, 37% Gen Y, 25% Gen X)
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Gen Xers are more likely than younger generations to say...
You don’t need A simpler life is a college degree to the easiest way to 48% be successful today happiness 30% Gen Z Gen Z
48% 51% Gen Y 54% 57% Gen Y Gen X Gen X
Gen Zs are significantly more likely than older generations to say...
I want to be a part I feel more mature of something larger than other people 59% than myself my age 62% Gen Z TrenderaGen Z
50% 37% Gen Y 38% 28% Gen Y Gen X Gen X
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Gen Zs are significantly more likely than older generations to say... (continued)
You don’t need I follow influencers a college degree to on social media that 45% be successful today show a lifestyle I 26% Gen Z want to live Gen Z
32% 18% Gen Y 28% 3% Gen Y Gen X Gen X
The WORST thing a person can be is...
43% Physically abusive 24% Racist 17% Emotionally abusive 3% Sexist TrenderaObese 3% 2% Homophobic 2% Unpatriotic 1% Transphobic
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ISSUES THEY’RE MOST PASSIONATE ABOUT
GEN Z: GEN Y: GEN X:
35% 54% 42% Education / Education Education Freedom of speech
48% 37% 31% Freedom of Freedom of Homelessness speech speech
38% 30% 30% All Lives Mental health All Lives Matter Matter Trendera WE’RE SURPRISED TO SEE ALL LIVES MATTER IN THE TOP 3 ISSUES FOR GEN Z & GEN X. There is a possibility consumers aren’t familiar with the official movement and are interpreting the phrase more literally.
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Staying true to their reputation of being champions of social justice, Gen Zs are more passionate than other generations about:
• EDUCATION • ABORTION RIGHTS
• FREEDOM OF SPEECH • LGBTQ+ ADOPTION RIGHTS
• ALL LIVES MATTER • PLANNED PARENTHOOD
• ENDANGERED ANIMALS • FEMINISM
• MENTAL HEALTH • TRANSGENDER SOLDIERS
• HOMELESSNESS • GENDER IDENTITY
• RELIGIOUS FREEDOM • DACA
• GAY MARRIAGE • #TAKEAKNEE
• MARIJUANA LEGALIZATION • VEGANISM / ANIMAL CRUELTY
• BLACK LIVES MATTER • DEATH PENALTY
• LGBTQ RIGHTS • NET NEUTRALITY
• DISEASE RESEARCH • SANCTUARY CITIES
• GLOBAL WARMING
Meanwhile, older generations are more passionate than Gen Zs about:
• GUN RIGHTSTrendera• CONFEDERATE MONUMENTS • CLIMATE CHANGE • WHISTLEBLOWER PROTECTIONS
• DISASTER RELIEF • AFFIRMATIVE ACTION
• GOVERNMENT-FUNDED HEALTHCARE
Younger generations are more likely than Xers to say that educated people’s opinions matter more than others’ opinions (16% Gen X, 14% Gen Y, 12% Gen X) Showtime94 THE FUTURE OF YOUR CONSUMER
DATING
MODERN LOVE
According to consumers 13-50, the best ways to find someone to date these days are:
61% 50% 45% % % Through Social Hobbies & 40 37 Family Work friends events activities
56% of consumers 13-50 say marriage is still relevant and important today. 45% of consumers 13-50 say people have unrealistic expectations about marriage. 27% of consumers 13-50 consider porn just another form of entertainment.
LOVE, GEN Z
• CONFEDERATE MONUMENTS 52%Trendera41% • WHISTLEBLOWER PROTECTIONS of Gen Zs 13+ would rather of Gen Zs 13+ say people
• AFFIRMATIVE ACTION have a reputation for being their age don’t really date, PROMISCUOUS THEY JUST HOOK UP. THAN A PRUDE.
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Gen Zs 13 and older were significantly more likely to list Instagram and Snapchat as one of the best ways to find someone to date.
22% 26% Gen Z 13+ Gen Z 13+
15% 10% Gen Y 9% A 5% Gen Y Gen X Gen X
Gen Zs 13+ are also significantly more likely than older generations to say that they would rather hook up with a close friend than someone they want to date.
12% 7% 7% GenTrendera Z 13+ Gen Y Gen X The majority of 41% Gen Zs 13+ say people of Gen Zs 13+ also say today are more sexually fluid and open to new that everyone has one experiences (51%). soul mate.
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ENTERTAINMENT
TRENDING PERSONALITIES IN 2018
Top Actors
Top: Dwayne “The Rock” Johnson, Johnny Depp, Leonardo DiCaprio, Kevin Hart, Will Ferrell, Ryan Reynolds Bottom: Chris Pratt,Trendera Matthew McConaughey, Brad Pitt, Hugh Jackman, Matt Damon, Idris Elba
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Top Actresses
Top: Jennifer Lawrence, Sandra Bullock, Jennifer Aniston, Angelina Jolie, Emma Stone, Reese Witherspoon Bottom: Tina Fey, Anna Kendrick, Sofia Vergara, Meryl Streep
Top Influencers
Trendera
Top: Selena Gomez, The Weeknd, Gwyneth Paltrow, DJ Khaled, Chrissy Teigen, Jaden Smith Bottom: Kim Kardashian West, Russell Westbrook, Kylie Jenner, Lauren Conrad
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TV
Favorite Reality Shows
Top: America’s Got Talent, The Voice, Shark Tank, Hell’s Kitchen, Fixer Upper, Chopped, Pawn Stars, American Idol Top: Jennifer Lawrence, Sandra Bullock, Jennifer Aniston, Angelina Jolie, Emma Stone, Reese Witherspoon Bottom: Dancing with the Stars, Diners, Drive-Ins and Dives, Undercover Boss, Lip Sync Battle, Bottom: Tina Fey, Anna Kendrick, Sofia Vergara, Meryl Streep Top Chef, Teen Mom, American Pickers
Favorite Scripted Shows
Trendera
Top: The Walking Dead, The Big Bang Theory, Stranger Things, Family Guy, Game of Thrones, Law & Order: SVU, The Simpsons, Modern Family Bottom: Friends, Bob’s Burgers, American Horror Story, Orange Is the New Black, 13 Reasons Why, This Is Us Top: Selena Gomez, The Weeknd, Gwyneth Paltrow, DJ Khaled, Chrissy Teigen, Jaden Smith Bottom: Kim Kardashian West, Russell Westbrook, Kylie Jenner, Lauren Conrad
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MOVIES
The majority of consumers 8-50 see movies in theaters less than once a month (58%), primarily because it’s too expensive (51%). 1 IN 4 Gen Zs 13+ feel NEWS pressure to look a certain way online Consumers 8-50 get their news from:
44% 41% 37% 26% % Friends / Local TV National 20 Facebook Radio family news TV news
Gen Zs 13+ are significantly more likely than other generations to get their news from Snapchat.
SURPRISINGLY NEWS SKEPTICAL: Compared to other generations, Millennials are most likely to agree that most of the Trendera22% 3% news today is FAKE NEWS. Gen Z Gen Y
4% 16% 18% 11% Gen X Gen Z Gen Y Gen X
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SOCIAL MEDIA
1 IN 4 69% 66% Gen Zs 13+ feel of consumers 8-50 would of consumers 8-50 would pressure to look a rather be famous on YouTube rather only have certain way online than on Instagram Instagram than only have Snapchat
SNAPCHAT 30% of Gen Zs 13+ are using Instagram and Snapchat more than they used to. 47% of Gen Zs 13+ say Snapchat is getting even more popular among people Gen Ys are more likely their age, and 34% say this is the platform that shows the real them. than Gen Zs and Gen Xers to want to take a GEN ZS 13+ DIGITAL DETOX are more likely than Gen Ys and Gen Xers to say that technology makes their life more complicated (17% Gen Z 13+, 15% Gen Y, 11% Gen X) Gen Z 74% INSTAGRAM Gen Y 81% 40% of Gen Zs 13+ say Instagram is getting more Gen X popular among people their age and 26% say this is 74% the platform that showsTrendera the real them. GEN Zs 13+ ARE DOMINATING SNAPCHAT: 73% have a Snapchat account, compared to 37% of Gen Ys
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TECHNOLOGY
Nearly 1 IN 4 consumers 8-50 have virtual assistants in their homes.
Average number of devices in consumers’ households: 1 2 3 • desktop • video game • TVs • smartwatch consoles • smartphones • tablets • laptops
Emerging technologies they’re most excited about:
45% Waterproof smartphones 31% Virtual reality 30% Self-driving cars 27% Flying cars 23% Personal robots Trendera 68% 60% of consumers 8-50 would rather would rather send a text only have a smartphone forever than talk on the phone. than only have a laptop forever.
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RETAIL FAVORITE RETAILERS
NATIONAL
Trendera
COASTAL
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FAVORITE APPAREL / ACCESSORY BRANDS
NATIONAL
Trendera
COASTAL
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FAVORITE FOOD / BEVERAGE BRANDS
NATIONAL
Trendera
COASTAL
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FAVORITE COSMETIC / TOILETRY BRANDS
NATIONAL
Trendera
COASTAL
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MONEY
THE MAJORITY $
OF GEN Xers (51%) $ have less than $5000 in savings right now, and 31% have less than $1000. $ (56%) THE MAJORITY OF GEN Ys have over $5000 in
savings right now, and only 27% have less than $ $1000. Trendera 44% OF GEN Zs 13+ have over $5000 in savings right now.
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SIGNIFICANT DIFFERENCES Coastal vs. National
DEMOGRAPHICS
Compared to National Respondents, Coastal Respondents are significantly more likely to...
HAVE BE SINGLE & HAVE A AN INCOME INTERESTED SECONDARY OVER $100K IN DATING EDUCATION (25% VS 18%) (32% VS 26%) 12% have a graduate degree, compared 27% to 8% of National have a bachelor’s Respondents degree, compared to 20% of National Respondents
TrenderaVALUES Compared to National Respondents, Coastal Respondents are significantly more likely to say that TRANSGENDER RIGHTS (67% vs 63%) AND TAKING PRESCRIPTION DRUGS RECREATIONALLY (18% vs 13%) SHOULD BE ACCEPTABLE IN SOCIETY.
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On the other hand, Coastal Respondents are significantly more likely than their National counterparts to say that smoking cigarettes (66% vs 61%), vaping e-cigarettes
(54% vs 47%), OWNING GUNS (45% VS 29%), tattoos / piercings (24% vs 18%), drinking soda (12% vs 9%), and eating meat (7% vs 5%) should be unacceptable in society.
COASTAL RESPONDENTS ARE SIGNIFICANTLY MORE PASSIONATE THAN NATIONAL RESPONDENTS ABOUT MENTAL HEALTH (35% VS 30%), GLOBAL WARMING (30% VS 24%), CLIMATE CHANGE (30% VS 23%), GOVERNMENT-FUNDED HEALTHCARE (23% VS 19%), AND FEMINISM (21% VS 16%).
Compared to National Respondents, Coastal Respondents are significantly more likely to worry about getting a good job (33% vs 29%), making a lot of money (36% vs 29%), finding their purpose (31% vs 26%), and school cliques (8% vs 6%).
COASTAL RESPONDENTS WERE SIGNIFICANTLY MORE LIKELY TO EQUATE A SUCCESSFUL LIFE WITH STATUS SYMBOLS, INCLUDING MAKING LOTS OF MONEY (36% VS 31%), TRAVELING A LOT (30% VS 26%), OWNING YOUR OWN BUSINESS (29% VS 23%), LUXURY VACATIONS (19% VS 15%), A FANCY CAR (16% VS 13%), BEING FAMOUS (11% VS 7%), AND OWNING DESIGNER APPAREL (7% VS 5%).
COMPARED TO NATIONAL RESPONDENTS, COASTAL RESPONDENTS WERE SIGNIFICANTLY MORE LIKELY TO SAY THAT HAVING PETS (26% VS 21%) AND CHILDREN (20% VS 17%) WAS TrenderaNOT AT ALL IMPORTANT TO THEM.
They are also significantly more willing to try an open relationship (17% vs 13%) and agree that marriage and monogamy are not natural for humans (11% vs 7%).
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POLITICS
Coastal Respondents are significantly more likely than National Respondents to say
that the 2016 PRESIDENTIAL ELECTION WAS CORRUPT (37% VS 31%) and that RUSSIA SKEWED THE ELECTION RESULTS (27% VS 22%). Surprisingly, they were also significantly more likely to say that the BEST PERSON TO RUN OUR COUNTRY WOULD BE A POLITICIAN (21% VS 17%).
BRANDS
Coastal Respondents are significantly more likely than National Respondents to
follow BRANDS ON SOCIAL MEDIA THAT SHOW A LIFESTYLE (23% VS 19%) and say it is very important to PURCHASE FROM BRANDS THAT ARE SOCIALLY RESPONSIBLE (26% VS 22%).
Savvy Coastal Respondents are also significantly more likely to say that CREATIVE MARKETING MAKES THEM LOYAL TO A BRAND (21% VS 17%).
ENTERTAINMENT
Coastal Respondents are significantly more likely to agree that YOU CAN ALWAYS FIND SOMETHING TO WATCH ONLINE, SO WHY PAY FOR IT? (27% VS 23%).
THEY ARE ALSO MORE LIKELY TO GO SEE MOVIES IN THEATERS—27% attend two or more times per month, comparedTrendera to 23% of National Respondents. They are more likely to cite crowded theaters as a reason why they don’t go more often (14% vs 11%).
Coastal Respondents are significantly more likely than National Respondents TO GET THEIR NEWS FROM YOUTUBE (22% VS 18%), INSTAGRAM (19% VS 15%), AND NEWS APPS (15% VS 11%).
Coastal Respondents are more likely than National Respondents to say that
SOCIAL MEDIA ADDS A LOT OF STRESS TO THEIR LIFE (14% VS 10%).
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SOCIAL MEDIA
SNAPCHAT: Coastal Respondents are significantly more likely to say THAT IT IS GETTING MORE POPULAR AMONG PEOPLE THEIR AGE (32% VS 28%) and that they use it more than they used to (21% vs 18%).
INSTAGRAM IS CLEARLY MORE INFLUENTIAL among Coastal Respondents, who were significantly more likely to say that...
They have an account 55% vs 50% They check it every day 41% vs 33%
They follow / interact with brands 29% vs 25% They use it more than they used to 27% vs 19%
It shows the real them 23% vs 19%
YOUTUBE: Coastal Respondents are significantly more likely to say they have an account (63% vs 58%), THEY CHECK IT EVERY DAY (40% VS 35%), and they use it more than they used to (34% vs 24%).
FACEBOOK: Coastal RespondentsTrendera are significantly more likely to say that FACEBOOK IS GETTING LESS POPULAR AMONG PEOPLE THEIR AGE (29% VS 23%) and they use it less than they used to (25% vs 21%).
TWITTER: Coastal Respondents are significantly more likely to say that they have a Twitter account (46% vs 41%), THEY USE IT LESS THAN THEY USED TO (20% VS 17%), and it is getting less popular among people their age (17% vs 14%).
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Trendera
NOW TRENDING
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LIFESTYLE
IDENTITY THERAPY
While we are fortunate to live in a time when seeking mental health treatment is more encouraged than stigmatized, many marginalized groups are finding that their mental health treatment is not as simple as choosing a therapist covered by their insurance. In order to feel truly understood, members of these communities are now matching themselves with therapists whose core identity characteristics mirror their own. For instance, bi-sexual members of the LGBTQ+ community often encounter therapists who treat their fluid sexuality as “just a phase” either of brief experimentation or as a stop on the way to being gay or lesbian. As a result, many LGTBQ+ people are avoiding therapy despite it being potentially beneficial to their mental health. Another group experiencing a similar struggle when looking to therapy is the black community. HBO’s Insecure tackled this issue in the show’s second season, when one of the main characters, Molly, begins therapy and comments on how nice it is to see a black female therapist who “just gets it.” What the show is saying is that Molly doesn’t have to perform the emotional labor of educating her therapist on what it’s like to be a woman of color and the unique set of challenges and micro-aggressions she faces daily. For some, the perfect therapist is someone who will understand the importance of using the correct gender pronouns, while for others it’s someone who gets what it’s like to belong to a certain race. As mental health becomes even more top of mind, companies and professionals will need to better train themselves in the unique issues that different communities face in order to attract these groups and remain relevant.
WEED CAMP
Last year we predicted that weed would be the new rosé among women, and we were right: women of all ages (particularly Millennials) have Trenderataken to marijuana in droves not just as a leisure activity, but also for the wellness benefits of its calming CBD oil, which is being added to a variety health foods, beverages, and beauty products. Perhaps the biggest indicator of the drug’s popularity with women is the female-only weed camp, Ganja Goddess Getaway. Cannabis-loving women from far and wide are flocking to the overnight getaway to celebrate their love of marijuana and meet other like-minded women. Ganja Goddess Getaway views weed not just as recreational drug but as a therapeutic tool for self-improvement, connection to oneself and the world, and promoter of creativity. Created by women for women, Ganja Goddess Getaway goes to show how avidly this community has taken to cannabis.
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MARRIAGE AS A PRIVILEGE
We’ve seen U.S. marriage rates steadily decline among Millennials, yet there are myriad reasons as to why people aren’t tying the knot as frequently as they used to. There are the obvious factors, such as fewer stigmas surrounding cohabitation and having children before marriage, as well as increased financial independence among women who no longer need a husband to take care of them and simply saving up to afford the sort of lavish wedding that has become the new Instagram standard. However, we’ve noticed an uptick among people saying that the primary factor in delaying “I Do” is not their progressive politics or fairytale dreams, but their financial instability. With many in the Millennial generation starting their careers in the Great Recession, they are still recovering from years of being unemployed or underemployed, living paycheck to paycheck and still struggling to get their careers off the ground. With many in the Millennial generation starting their careers in the Great Recession, they are still recovering from years of being unemployed or underemployed, living paycheck to paycheck and still struggling to get their careers of the ground. As a result, we aren’t surprised to hear that many couples, long-term cohabitating ones included, are waiting to walk down the aisle until they have their finances figured out, creating an environment in which marriage is only accessible to their educated, high income counterparts. The irony of it all is that this privileged group is set to benefit further from marriage, with studies showing married people have more career success and the benefits of living in a two-income household. The result is that marriage is slowly but surely becoming a privilege reserved for those with a college education who are financially secure, while less educated or lower income individuals do not consider themselves in a position to wed.
INANIMATE PETS
In a world where people are marrying less, having fewer children, and living a more isolated, nomadic lifestyle, the rise of inanimate pets Trenderaare a testament to people’s innate need for companionship. Fravel is the self-proclaimed “world’s cutest suitcase” taking the internet by storm. Funded by Kickstarter, the animatronic suitcase has ears that move when users pet the suitcase’s “head” (top) or walk with it and its wheels are even outfitted with little paws. In the same vein, Qoobo is a pet-inspired pillow outfitted with a wagging tail. Created by Yukai Engineering, which also brought the world products like the Necomimi Brainwave Cat Ears and the BOCCO family robot, Qoobo reacts to its owners’ petting, stroking, and patting and wags its tail when it has been left alone for too long. These “pets” offer some of the same sense of comfort without the commitment of a real animal while also serving a functional purpose. Showtime114 NOW TRENDING
THREESOME
The Feeld app isn’t the only place in NYC to have a threesome. Brooklynites looking for a different kind of ménage à trois need look no further than the Threesome Tollbooth, an itsy-bitsy bar located within a restaurant. Offering an intimate experience like no other, Threesome Tollbooth has just enough space for two patrons and the bartender. Costing upwards of $100 per person per hour, the experience isn’t cheap, but that’s because it’s more of an experiential art installation than a bar. Created by artist N.D. Austin, who customers must email to make a reservation, the space is not quite a speakeasy, but does conjure up a similar vibe. Visitors meet Austin or one of his associates outside of the restaurant and are then escorted down an alley to the tiny space. Austin says that responses and experiences have run the gambit, from people barely speaking to revealing a bit too much about their sexual history to pure amusement at the one-of-a-kind concept.
THE ANTHROPOCENE
Welcome back to geology class! Recently, we have become fascinated by the Anthropocene, a new epoch proposed by a group of geologists, chemists, environmentalists, philosophers, historians, and journalists that means the “Age of Man.” Coined by atmospheric scientist Paul Crutzen in 2000, the concept has been picking up steam, suggesting that the human species is now responsible for the planet’s rapid transformations and that we are living in an entirely man-made world. Proponents believe that these changes—spurred by activities such as nuclear bomb testing, carbon dioxide emissions, fertilization, burning fossil fuels, and plastic pollution—have been so great that humans have pushed the planet into an entirely new phase. The Anthropocene thus marks an unpredictable period marked by climate change, declining animal species, and nuclear fallout, a clear departure from the current Holocene epoch, which has been marked by stable, temperate climates. Though it has strong apocalyptic undertones, this change of thought is also spurring positive movements, such as a focus on how humans have encouraged the success of many species (such as crows, squirrels, rats, Trenderadeer, and cephalopods), as well as a belief that the Anthropocene may also mark a new era of innovation in which we create technology that transcends human limitations in time and space. The interest in the idea is itself a political statement and signals our growing self-awareness of the effects of our everyday actions. We wouldn’t be surprised if the Anthropocene started influencing pop culture and entertainment as it takes hold of the public imagination.
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GENETIC TESTING
The growing consumer trend of genetic testing is encouraging people to ask themselves new kinds of questions: Where do I come from? What information is in my genes? And what should I do with this information moving forward? Companies such as 23andMe, Ancestry, and National Geographic are offering direct-to-consumer tests that allow users to understand their genetic roots and ancestry, as well as their risks for different genetic disorders. This latter phenomenon gained traction this year when Angelina Jolie wrote a New York Times op-ed about discovering her “faulty” BRCA1 gene and subsequent decision to have a double mastectomy. According to a 2014 study in medical journal Breast Cancer Research, Jolie’s announcement set off an exponential interest in genetic testing, thereby also creating a demand for genetic counselors, who advise people on this kind of testing and help them read their information. Genetic tests are also allowing couples to pre-plan and test themselves for diseases like cystic fibrosis, which is inherited by children only if both parents carry the gene. Genetic tests have also made headlines recently due to a more sinister trend of white nationalists using them to prove their “pure” racial ancestry. The influx of genetic data these companies have collected are allowing them to become researchers in their own right: 23andMe recently announced that it is studying the genetics associated with bipolar and depressive disorders, findings that may influence how these conditions are treated in the future. We expect that the growing popularity of genetic tests may spur a growing interest in what goes into them and education around how cautious to be of the information they may contain.
ARCHITECTURE ENTHUSIASTS
Vacation and travel rental platforms seem to have replaced dating apps as the trendy type of startup, with newer and more niche options popping up all the time. Attributed to the rise of Airbnb and the subsequent departure from the traditional travel booking experience, travelers want increasingly specific options based on their interests and priorities. For example, PlansMatter recently debuted as a booking platform specifically for architecture enthusiasts. Started, of course, by Trenderatwo architects, PlansMatter specializes in listings of modern homes built by notable architects. In addition to the usual information about pricing and amenities, PlansMatter also lists nearby things to do, exceptionally beautiful shots of the properties that show off the design, and, when available, a floor plan. Gone are the days when the cheapest hotel was enough as travelers begin to expect more and more from their lodging.
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DESIGN FOR PETS
Buying furniture for pets has long been a thing for the rich and famous (we assume), but thanks to everybody’s favorite furniture purveyor, IKEA, pet owners from all walks of life can now also indulge. The new “Lurvig” collection is a line of beds and accessories (bowls, toys, dispensers, brushes) made just for cats and dogs, allowing pet owners to pamper their furry loved ones while keeping their homes aesthetically pleasing. Designed with both pet and pet owner in mind, many of the pieces can be collapsed and put away when not in use. The IKEA design team even worked with veterinarians to cater to the different needs and personalities of both cats and dogs, creating small, warm places for cats to curl up in, and beds and toys suited for dogs of all sizes. Most interesting, though, is that many items transform existing IKEA products into pet-friendly pieces, like a cat scratch mat that can be strapped onto any ordinary table leg, as well as an insert into the company’s “Kallax” storage system that turns an ordinary cubby into a comfy cat sleeping area. Innovative IKEA design aside, design for pets has also turned into a form of entertainment and marketing. In an effort to revamp the area’s once-prosperous furniture manufacturing industry, the city of Okawa recently created a “Craftsman MADE” campaign. The accompanying video, featuring cats on scaled down versions of real furniture designs, recently went viral and has succeeded in drawing renewed attention to the local traditional craftsmanship.
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ENTERTAINMENT
THE NEW GAMERS
If eSports stars are the new jocks, indie gamers are the new alternative cool kids. Shying away from the popular fast-paced strategy and first- person shooter games that eSports athletes play, the indie game scene is more about exploring narratives and world building—and because many of the titles are not created for commercial gain, creators are allowed to push the boundaries of traditional gaming and fully embrace their creativity. These indie games range from realistic experiences, such as tragedy Fragments of Him, where players navigate through life after a friend’s fatal car crash, to surreal, like No Man’s Sky, where players must try to survive as they travel through space from planet to planet looking for the center of the universe. With affordable and easy-to download development tools, it’s easier than ever for someone to create their own video game and contribute to the thriving indie gaming scene.
ATTACK OF THE FANS
Savvy about algorithms and fully aware of the influence they yield as a group, music fans have begun making concerted attempts to manipulate the charts in support of their favorite artists. Unsurprisingly, pop superstar Taylor Swift is at the center of the action. When Luis Fonsi’s summer hit featuring Justin Bieber “Despacito” threatened to dethrone Mariah Carey’s Billboard Hot 100 title for longest running single at #1 set by “One Fine Day,” Carey’s fans took to the Internet to throw their support behind Taylor Swift’s then unreleased single “Look What You Made Me Do” in the hopes it would beat the Luis Fonsi jam. As it turned out, Swift’s new single did end up debuting at number one, only to have a similar campaign launched against it as well. When Swift announced the release date for her newest album, Reputation, Kanye West fans were quick to notice that its November 10th release coincided with Trenderathe anniversary of West’s mother’s death and were just as quick to label this move a calculated attempt to get back at him and his wife, Kim Kardashian West, for the infamous Snapchat incident of 2016. In retaliation, they organized an attempt to make “Hey Mama” the most streamed song on November 10th, creating a 24-hour playlist solely featuring the track and even creating a Facebook Event to which more than 3,200 people RSVP’d.
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ENTERTAINMENT HONEYCOMB Using mobile phones at concerts has been a hot-button issue for a while now, with some saying it detracts from the experience and others designing shows with mobile device integration. In a big win for the pro-mobile camp, a new creation by artist Cody Brookshire called Honeycomb allows the audience and their mobile phones to become an integral part of the performance. Honeycomb was designed specifically for classical music, whose attendees have been known to be among those most staunchly opposed to blending technology with the arts. Using SynkroTaktany technology that tracks any web capable device, Honeycomb syncs devices and plays them at a key moment in the performance for a one-of-a-kind audial experience incorporating hundreds of devices. The Yale concert band made waves last year when they opened their 2017 season playing Brookshire’s Honeycomb and we expect to see the technology continue to be used beyond the classical music scene as a compelling way to engage the audience.
JAPANESE INFLUENCE
Perhaps realizing that no amount of Scandinavian design or lifestyle inspo is going to be enough to get through these trying times, people are turning to a more metropolitan culture for their inspiration. From 6-year-old style star Coco who boasts over 200k followers on Instagram to the Genderless Kei leading the way in gender-neutral fashion, Japan is having its moment as a global hub of cultural influence. In TV, there’s Netflix’s Terrace House, which follows the trials and tribulations of a house full of twenty-somethings living under the same roof. Unlike similar American TV shows, the drama in Terrace House is more contained but addresses similar issues as any Americans of the same age face: relationships, school stress, and figuring out what they want to do as a career. Meanwhile, marketers have taken notice as well, with the Los Angeles Metro releasing off-beat Japanese-inspired commercial PSAs. The spots are designed to encourage better behavior on public transit and feature super hero “Super Kind” fighting “Rude Dude” who commits transgressions such as seat hogging, aisle blocking, eating, and more. Each adorable ad is complete with colorful graphics and a Trenderacatchy song modeled after Japanese pop music. As people move away from minimalism in favor of maximalism, Japan’s over-the-top aesthetic sensibility will continue to be a source of inspiration.
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INSTA MAGS
Everyone knows that print magazines are on the decline, but when even culturally relevant publications like Teen Vogue are going purely digital (a smart move, may we say), many are wondering, “what’s next?” Recording artist and professional It-girl FKA Twigs offered up a possible answer with the debut of AVANTgarden, an Instagram-only magazine. As a public figure that has struggled with social media in terms of both discomfort with over sharing her personal life and dealing with being harassed, Twigs wanted to find a way to be creative with the platform without feeling like it was intruding into personal territory. She came up with AVANTgarden as a way to be creative and use her platform to tackle issues of identity. Twigs also pointed out that social media is becoming people’s source for breaking news, even news that is also in print: a celebrity may post that they are going to be on the cover of a magazine before fans see it in the store and it’s not uncommon for people to hear about current events on Twitter. Consumers of all ages are becoming digital first, thus content creators must leverage these platforms to pioneer new content mediums.
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DIGITAL / TECH
DRIVERLESS HIGHWAYS
Over the past few years, there’s been much debate about driverless cars, whether they’re a good idea, safe, and whether the pros outweigh the cons. A recent proposal from venture capitalist firm Madrona Venture Group is giving new life to the discussion. Their buzzed-about idea is to convert the I-5 freeway between Seattle and Vancouver into an “autonomous vehicle corridor” by 2040—in simple words, an entirely driverless highway. Madrona’s pitch includes gradually phasing in this reality by first creating a driverless carpool lane on the I-5, allowing autonomous vehicles to safely drive together without human interference. Though the jury’s still out on whether we will have a driverless future, nuanced ideas like this one help us envision what a driverless society could look like and help get the public interested in making that future happen.
HACKING SLEEP
Insomniacs rejoice! There’s a new genre of podcasts successfully helping listeners hack their sleep. While most podcasts seek to entertain their audiences by creating content too interesting to ignore, popular podcast “Sleep With Me,” which has over 2.3 million monthly downloads, offers “lulling, droning, boring bedtime [stories] to distract [users’] racing [minds].” One of their segments, “Game of Drones,” purposefully and long-windedly recaps the hit HBO show in the most mundane way possible. The stories meant to relax baggy-eyed users are wandering, meandering, and, frankly, boring. Additionally, Calm is a website that provides fictional sleep stories, meditation techniques, and even sells a calming sleep mist made from lavender, chamomile, clary sage, and frankincense. Proof that digital natives are turning to technology to cure their ailments, these powerful hacks have created a dedicated fan base Trenderaof well-rested devotees across the country. MULTISENSORY FITNESS
As Americans continue to increase their daily media consumption, they are also increasing the number of hours they remain stationary. One company, Multisensory Fitness Inc., is looking to challenge people to find entertainment in ways that get them on their feet. The first system of its kind, Multisensory Fitness combines both mental and physical fitness to make exercise enjoyable and stimulating. Their product, SMARTfit,is composed of gaming walls and training pods that can be implemented at
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parks and rec centers, local fitness clubs, and YMCAs around the nation. With an updating scoreboard on the electronic gaming wall, players young and old can challenge themselves by throwing balls at electric targets that simultaneously play a happy tune. SMARTfit improves physical, sensory, and cognitive performance all at once and provides an out-of-the-box solution to a growing issue.
AMAZON TRUNK DELIVERY
Amazon has almost perfected speedy delivery and is now setting its sights on safety. Alongside the growth in online shopping “porch pirates” (those who steal packages from doorsteps) are becoming an increasingly regular occurrence inconveniencing consumers and creating a costly issue for Amazon. To combat this problem, Amazon is developing a series of innovative solutions. First, Amazon Key, a smart doorbell that authorizes drivers to safely deliver packages inside consumers’ homes by unlocking their doors for deliveries is now available for select qualifying Prime customers. Furthermore, there are rumors about Amazon partnering with Phrame, a smart license plate manufacturer that creates secure boxes that fit around a cars’ license plate and store a key. Phrame’s delivery drivers can unlock the box and use the key to leave packages in a customer’s trunk. As consumers make more and more of their purchases online, Amazon’s determination to solve problems and willingness to adapt will raise the bar for other online retailers to follow suit.
SLACK TRAVEL
Notoriously blamed for email’s demise and widely being used at tech startups to make communication seamless and convenient, Slack is expanding into extra-curricular services. While the app’s dating channel has been popular for a while, new travel advice and booking service chats are popping up faster than a plane taking off. One of these channels is #nomads, an invite-only 3000-member group for business Trenderatravelers to chat about life, work, and travel. Meanwhile, Travel Noire, an online community of black travel enthusiasts, has 300 members who pay $9 per month to access the subscription-based group. Lastly, startup Roomino is the first Slack team group that operates as a travel booking service. Roomino handles hotels, Ubers, flights, Airbnbs, and buses. With no need to secretively close tabs for fear of being discovered booking a vacation while at the office, these amazing travel integrations are changing the way young professionals plan travel.
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RETAIL / FASHION
NORDSTROM LOCAL
This past October on West Hollywood hotspot Melrose Avenue, Nordstrom launched concept store, Nordstrom Local. A conscious move away from the traditional inventory-driven shopping experience, the store itself has no actual clothing in stock, but rather offers consumers free consultations with personal stylists from Nordstrom’s Trunk Club service. With a glass of wine or an espresso in hand, consumers chat with their dedicated stylist, creating a streamlined process that Nordstrom believes reflects the way many people want to shop. The store also provides perks such as curbside pickup and manicures by appointment, which can be made online, over the phone, or in person. A drastic departure from sterile department stores and even more impersonal online shopping experiences, this central meeting space that asks consumers to trust an expert to select their items could save brick and mortar retail as we know it.
COFFEE COUTURE
Gone are the days of ruining an outfit with spilled coffee. Fashion house Olderbrothers’ latest collection utilizes natural coffee dyes to create warm mocha and espresso-hued clothing basics. Appealing to the growing number of consumers who try to live as naturally as possible, the caffeinated collection is toxin-free, made completely from organic materials, reusable, and can even be composted in a garden. Additionally, the process of staining the garment involves a specialized pour-over method that founder Bobby Bonaparte says is done “with the panache of a virtuoso barista.” Built around staple pieces such as button-down shirts, sports coats, t-shirts, and trousers, the line is as timeless as the tradition of a morning cup of joe.
TrenderaGAS STATION WINE Originally an abandoned gas station, Napa Valley Tank Garage is a tasting room that features funky décor and has been attracting Millennial winos in droves. Owner James Harder stumbled upon the 1930s-abandoned station filled with old boxes in 2012 and from there his garage winemaking began. Specializing in unique blends that the “garagistes” concoct, the industrially designed bohemian tasting room is a small operation that sells mostly one-off blends in store and sometimes online. With over 400 wineries to choose from in Napa Valley, competition is steep, but this one of a kind experience has artisanal- obsessed Millennials dying to try a blend. Showtime123 THE TRENDERA FILES: THE FUTURE OF
VANS FAST CUSTOMIZATION
Recognizing the importance of innovation, Vans created an efficient and fast manufacturing process that enables consumers to customize their shoes with any pattern, photo, or design in just 15 minutes. While many other shoe brands like Nike and adidas are offering customization, Vans aims to beat them when it comes to both choices and speed. No stranger to listening and being receptive to implementing consumer ideas, Vans first began customization in 1966 when a consumer walked into the Anaheim, California location asking for a different fabric. Since then, the brand has worked closely with parent company VF Corporations Global Innovation Center to make sure their manufacturing is utilizing the latest technology available. A step forward for creativity and expression, fast customization is only beginning and will continue to pervade fashion and retail.
MORMON BEAUTY BLOGGERS
Chances are you’ve noticed an inspirational lifestyle beauty blogger living their best (and highly Instagrammable) life in Salt Lake City, Utah. Maybe you’ve even seen more than one. It isn’t a coincidence that Mormon women have taken to blogging and Instagramming with such fervor, but a fortunate intersection of religious and cultural values. Women in Mormon culture are encouraged to journal and scrapbook as they grow up and their parents place huge emphasis on maintaining a wellness and beauty regimen. Additionally, Mormon parents also tend to place emphasis on gender normative activities and hobbies such as fashion and crafting for girls. The result is a group of women who have an arsenal of knowledge on makeup, hair, fashion, and fitness tips making them perfect aspirational social media personalities. With 1.3 million Instagram followers, Amber Fillerup Clark perfectly embodies this phenomenon. She is white, under 30, married, has children, and works from home. While her faith is never foreground, her enviable and aspirational lifestyle inherently normalizes Mormonism. Then there’s blogger slash professional dancer Whitney Carson, who has gained notoriety for appearing on ABC’s Dancing with the Stars, as well Trenderaas Rachel Parcel of Pink Peonies, who has parlayed her online following into a clothing line. With the ability to market just about everything from shampoo to shoes on social media, the Mormon Beauty Blogger community is certainly worth watching as a new hub of influence.
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SPOTIFY TIME CAPSULE
WHAT IT WAS: It may be 2018, but the 80’s are everywhere, from fashion to entertainment (hello 80’s glam and Stranger Things). On top of the trend, Spotify released their “Time Capsule” playlist feature, which feeds users with relevant and completely custom tunes from their teen years for the ultimate dose of nostalgia. Using birthday data given by users when creating their accounts, Spotify curates the playlist’s content based on age range as well as their listening habits. For example, a 29-year-old Millennial could receive songs from artists such as Usher and blink-182, while a college-aged Gen Z might be given a curated playlist with artists like Alina Baraz and G-Eazy.
WHY WE LIKE IT: These fun and timely playlists showcase Spotify’s continued commitment to serving their users highly curated content that keeps digitally-obsessed Millennials and native Z’s hooked.
GORILLAZ AR HUMANZ HOUSE
WHAT IT WAS: Seven years after their last LP, the band Gorillaz released Humanz, an app that blends real world, augmented reality, virtual reality, and 360-degree environments. The app grants users access to explore their Gorillaz virtual “home,” and click on three-dimensional virtual objects that relate to song lyrics and Gorillaz mythology that transport them into different rooms within the house. Designed for long-term use, the app also allows users to interact with members of the virtual band 2D, Murdoc, Noodle, and Russel, thus strengthening their relationship with fans. Utilizing the app as a larger promotional strategy, the Gorillaz also held an augmented reality event called the “Humanz House Party” that was available in 500 locations worldwide, where fans were instructed to head to secret geolocated spots in their city for a AR album listening Trenderaexperience.
WHY WE LIKE IT: Not only did the app bring the Gorillaz closer to their fans, it also leveraged advancements in mobile technology proving that while they were out of the spotlight for a time, they are still very much in touch with their fan base.
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AMC VR
WHAT IT WAS: Available for free on iOS, Android, Gear VR, and Google Daydream, AMC launched a VR app that serves as a hub for immersive videos and extended bonus scenes. The app was initially released after the 100th episode of The Walking Dead and allowed fans the opportunity to immerse themselves in an all-encompassing VR experience where they could join the zombie herd and feast in the carnage. Additionally, AMC packed the app with fun extras, such as a four-part series of The Walking Dead experience called Attacked, a virtual reality “fight camp” featuring the stars of Into the Badlands as well as a project tied to a new AMC original series, The Terror.
WHY WE LIKE IT: AMC’s effort to meet fans on mobile and provide them with a truly delectable immersive experience is enough to keep its audience excited for the next season of The Walking Dead.
VIRGIN WHERE I WANT
WHAT IT WAS: For the 2017 holiday season, Virgin Atlantic launched the “Where I Want for Christmas” campaign. The marketing initiative encouraged people to ask friends and family to crowdfund their holiday travel in place of giving them gifts. Consumers were prompted to sign up on the campaign website, select their desired destination and budget, and send a donation link to family and friends. Virgin also partnered with Liberty London to create “Where I Want for Christmas” gift cards so that people shopping in brick and mortar stores could opt for a physical gift when giving their loved ones their ultimate dream vacation.
WHY WE LIKE IT: Not only did this campaign hit the sweet spot for travel and crowdfunding Trenderaobsessed Millennial consumers, but it also provided Virgin with some free word-of-mouth marketing thanks to the buzz-worthy initiative.
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NETFLIX CANNABIS COLLECTION
WHAT IT WAS: Netflix has taken the term “Netflix and Chill” to another level with the launch of a promotional collection of Cannabis with ten unique strains each designed to complement a Netflix original title based on its vibe. For example, if viewers wanted a laugh while watching Grace and Frankie, they could try out Peyotea 73, an uplifting sativa strain. Meanwhile, the strains intended for Bojack Horseman and Santa Clarita Diet fittingly increase viewer’s appetites. Other titles that received cannabis pairings include Arrested Development, Wet Hot American Summer: Ten Years Later, Orange is the New Black, Chelsea, Lady Dynamite, and Mystery Science Theater 3000.
WHY WE LIKE IT: Sold at a pop up event in West Hollywood to legal medical marijuana card-holders, the Cannabis Collection did not lead to any profits for Netflix, but rather created lots of press and is a daring move into mood based marketing that will only heighten and intensify consumers’ Netflix experience.
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Trendera THE HOT LISTS
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WHAT’S HOT gen z 8-12
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6. 7. Trendera 9. 8.
1. My Golden Ticket Book 2. Embroidered sneakers 3. Pikmi Pops 4. Star Wars: The Last Jedi 5. Merge Cube 6. Crazy Aaron’s Thinking Putty 7. Uno Emoji Card Game 8. American Girl’s Luciana Astronaut Doll 9. L.O.L. Surprise
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WHAT’S HOT 10. gen z 8-12
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10. True and the Rainbow Kingdom 11. Smallbirds by Allbirds 12. Mouseketeers 13. Parker Augmented Reality Bear 14. WowWee Fingerlings 15. Tyler the Tiger
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WHAT’S HOT gen z 13+
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1. Collage art 2. Clout glasses 3. Venus ET Fleur 4. Netflix’s The End of the F*cking World 5. Stick and poke tattoos 6. Fanny packs 7. Lil Pump
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9. 8. WHAT’S HOT 10. gen z 13+
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Trendera15. 14.
8. kirakira+ (sparkle filter) 9. KKW Ultra Light Beams 10. the sun and her flowers by Rupi Kaur 11. Utilitarian boots 12. Chinatown Market 13. Brat’s “Chicken Girls” 14. RipNDip 15. Windbreakers
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WHAT’S HOT millennials
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3. 4. 5.
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1. 80’s hair 2. KITH 3. Newsboy caps 4. Shadow Hill 5. Soul Annex 6. Power statement rings 7. Super lattes
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WHAT’S HOT 8. 9. millennials
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15. 14.
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8. Da Vinci Mona Lisa bag 9. Gender neutral perfume 10. #TimesUp movement 11. Virgil Abloh 12. Pearl accents 13. Netflix’s Mindhunter 14. Cryptocurrencies 15. Ugly sneakers
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TRENDERA class of 2018 —
INCOMING CLASS
LIZA SOBERANO
Liza Soberano is a Filipino-American actress and model who landed her breakthrough role in the Philippine’s hit TV series Forevermore. She has since landed roles in numerous films and TV shows likeDolce Amore and My Ex and Whys (2017), while also becoming the new face of Maybelline in 2016. Her high-profile relationship with actor and dancer Enrique Gil has only gained her more fame as the couple acts opposite each other often in shows such as Everyday I Love You.
KEITH POWERS
TrenderaKeith Powers’ career took off when he landed the role of Tyree in 2015’s Straight Outta Compton. This year, he has continued to stay in the spotlight starring in BET’s first scripted miniseries,The New Edition Story, as Ronnie DeVoe.
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JULIA GOLDANI TELLES
Julia Goldani Telles is a Brazilian and Mexican-American ballet dancer and actress known for her roles in Freeform’s Bunheads and Showtime’s TRENDERA The Affair. Look for her in two feature films, Slender Man and Most Likely to Murder, due out in 2018. class of 2018 —
INCOMING CLASS
GAYLE RANKIN
Gayle Rankin made a name for herself in 2017 with roles in Netflix’s GLOW and The Meyerowitz Stories. She also played Queen Victoria in 20th Century Fox’s filmThe Greatest Showman (2017) and has two feature films in the works for 2018, including Netflix filmIrreplaceable You and In a Relationship.
LENA WAITHE
Lena Waithe made history as the first black woman to win an Emmy for comedic writing this year for the beloved “Thanksgiving” episode of TrenderaNetflix’s Master of None. In addition to playing the recurring character of Denise and writing for the series, Waithe has an autobiographical drama series debuting this year on Showtime called The Chi.
Showtime139 THE TRENDERA FILES: THE FUTURE OF
BRIGETTE LUNDY-PAINE
Brigette Lundy-Paine’s previous roles include Netflix’s breakout comedy Atypical and Paramount’s The Glass Castle (2017) starring Naomi Watts and Woody Harrelson. In 2018, you can catch her starring in Johnny Knoxville’s comedy Action Point.
SARUNAS J. JACKSON
Sarunas Jackson rose to fame for his role on the HBO series Insecure, playing Dro, a married man whose open relationship allows him the freedom to pursue other characters. Jackson is expected to reprise his role in Insecure’s third season and also has two short films, Eclipse and Five are Fallen, in the works.
BARRY KEOGHAN
Critics are calling Irish born actor Barry Keoghan the next Tom Hardy. Following his leading role in the 2017 box office smash hit,Dunkirk Trendera(2017), Keoghan has landed two more lead roles in filmsBlack 47 and American Animals coming out this year.
Showtime140 THE HOT LISTS
JACOB LATIMORE
Jacob Latimore is an actor and rapper who has released numerous mixtapes, singles, and albums while also making his film and television debut in hits like Sleight (2016) and Detroit (2017). He is expected to continue his acting career in Lena Waithe’s much anticipated Showtime series The Chi.
SKYLAR GAERTNER
The youngest star on Netflix’s new dramaOzark , 13-year-old Skylar Gaertner holds his own opposite established actors Jason Bateman and Laura Linney. Gaertner is expected to return for season two to reprise his role of Jonah.
SLOANE STEPHENS
Despite being ranked No. 957 in the world for women’s tennis, Sloane Stephens shocked and delighted crowds when she defeated Madison TrenderaKeys to win the 2017 U.S. Open. At just 24 years old, Stephens is already being compared to legend Serena Williams.
Showtime141 THE TRENDERA FILES: THE FUTURE OF
QUAY DASH
Transgender rapper Quay Dash hails from the Bronx and is bringing audiences music that is both unfettered and ferocious. On her five-track EP titled Transphobic, fans will hear celebratory rhymes about being a “queen” alongside harsh tales of reality, all with a hint of Dash’s Bronx accent.
DUCKIE THOT
Duckie Thot is an Australian-Sudanese model who got her start walking in the Yeezy SS17 runway show. While she continues to work with Kanye West, she has also landed a spot as one of Rihanna’s Fenty x Puma girls and hangs out with seemingly every notable celebrity in the industry. Thot is set to appear in the Pirelli 2018 calendar and we expect to see her face everywhere in 2018.
TAYLOR HATALA
Taylor Hatala first gained recognition at the tender age of 11 when a 2014 video of her dancing to Nicki Minaj’s “Anaconda” went viral on TrenderaYouTube. Now at 14, Taylor has over 700k followers on Instagram, is a dancer in Janet Jackson’s State of the World tour, and teaches classes in various cities in her free time. In short, Taylor is quickly taking the dance world by storm.
Showtime142 THE HOT LISTS
AMINÉ
Adam Aminé Daniel, popularly known by his stage name Aminé, started rapping long before his hit single “Caroline” debuted in 2016. Following the success of this track, which has over 180 million views on YouTube, he was chosen as one of the ten members of XXL magazine’s “2017 Freshman Class.” He released his debut studio album Good for You in July 2017. With an upcoming Coachella performance in April, Aminé continues to establish himself as a rising rap star.
ORVILLE PECK
Audiences love mystery and Orville Peck is the newest enigmatic artist to provide just that. Without showing his face or offering any personal information, he has released a handful of country-esque songs as well as an online series called Orville & Friends where he covers well-known tracks. While his followers may not know where he’s from or what he really looks like, they want to know, and that means his mysterious persona is already working.
BLOODY OSIRIS
Bloody Osiris is a New York-based fashion icon who established his brand of high fashion gorpcore streetwear on Instagram. Osiris made a Trenderaname for himself when Kanye West featured the style star on his mood board and social media. Since then, he has walked in Yeezy shows and continues to influence high fashion trends.
Showtime143 THE TRENDERA FILES: THE FUTURE OF
DEESTROYING
Donald De La Haye, also known by his YouTube channel name Deestroying, was a successful college football player who started his own YouTube channel about all things football. Despite losing his football scholarship due to the monetization of his videos, Donald has decided to look on the bright side and continues to motivate fellow athletes as well as his 300k+ subscribers.
ELISE BY OLSEN
Dubbed “The World’s Youngest Magazine Editor,” Norwegian teen Elise launched her own youth culture magazine Recens Paper at 13 years old. Now 17, Elise is ready to debut Wallet, her new fashion commentary publication. Olsen’s goal is to create a magazine with quality journalistic content that reports on the fashion industry. The tri-annual issues will cover one theme and be distributed in small magazine shops and concept stores.
ZACK VILLERE
Zack Villere started rapping in high school and has since released an EP under the name Froyo Ma, as well a studio album titled Little World. His Trenderafirst single from the album, “Cool,” was released in May 2017 and has garnered over half a million plays on Spotify as well as 1,000,000 views on YouTube.
Showtime144 Trendera
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UPPER-CLASS / HEAVY HITTERS
CAMILA CABELLO CHARLIE PUTH CHLOE X HALLE
COLE SPROUSE SOPHIE TURNER DOVE CAMERON Trendera
DYLAN O’BRIEN YARA SHAHIDI GAL GADOT Showtime146 THE HOT LISTS
UPPER-CLASS / HEAVY HITTERS
KAIA GERBER KHALID TOM HOLLAND
KYLIE JENNER LILY COLLINS LOGIC Trendera
MILLIE BOBBY T YLER, THE SHAWN MENDES BROWN CREATOR Showtime147 THE TRENDERA FILES: THE FUTURE OF
Trendera
Showtime148 Trendera
Showtime149 THE TRENDERA FILES: THE FUTURE OF
DIGITAL download
NETFLIX’S FAST
Tired of getting blamed for slow loading times due to weak Wi-Fi, Netflix launched Fast.com, a quick and simple site that instantly measures users’ personal internet connection speed at any given time. The website has a very simple user-friendly interface and upon loading immediately provides users with their current download speed as well as the metric that determines video quality. A tool for customers to hold their internet service providers accountable, Netflix purposefully launched Fast.com to raise overall awareness of internet speed, improve the speed landscape, and ultimately pressure the Federal Communications Commission to act on implementing faster wireless connections.
THRIVE
Recognizing the direct correlation between stress and technology, Arianna Huffington’s company Thrive Global partnered with Samsung to create Thrive, an app to encourage users to unplug and recharge. The app does this by allowing users to put their phone on “Thrive Mode” which essentially mutes all calls, texts, and miscellaneous notifications except Trenderafor people specified on a VIP list. The app also alerts the caller or texter that their friend or family member is in Thrive Mode, which not only serves as a humble brag for the user and their impressive self-control to disconnect, but also encourages the texter or caller to leave them alone for the moment and possibly even inspire them to step away from their own phones for a while.
Showtime150 THE HOT LISTS
BUMBLE BIZZ
From dating app to best friend finder to Millennial LinkedIn, Bumble is DIGITAL becoming the must-have networking app thanks to new feature Bumble Bizz mode, which makes looking for jobs and career advice as simple as swiping. Built like its dating app counterpart, the interface allows users download to swipe to find potential mentors or opportunities and requires women to make the first move. The app’s founder, Whitney Wolfe Herd, points out that unlike LinkedIn, the app is instantaneous with immediate responses, and can allow for two people to run and grab a coffee within the span of 20 minutes. With amazing women like Karlie Kloss and Priyanka Chopra already on the app, users everywhere are swiping their way to find their dream mentors.
HQ
Described as Who Wants to Be a Millionaire? meets Facebook Live, the new game show app HQ hosts a twice daily live trivia game show at 3 pm and 9 pm eastern time. With hundreds of thousands of users tuning in, the free-to-play trivia game lasts around 15 minutes and is hosted by Scott Rogowsky (formerly of The Onion News Network), who asks twelve multiple choice questions that players must answer within ten seconds. Those answering correctly move onto the next round, while those who did not can continue watching and commenting as the show proceeds. Ultimately the players who win split prize money that they can collect via PayPal. Developed by former Vine co-founder Rus Yusupov, the interactivity of the game, real-time nature of live programming, and overall great production has left users addicted and excited to tune in daily!
ALL.AI
Available on both iOS and Android, AII.ai, was developed by a team from TrenderaBBC’s 100 Women Challenge to help women speak up and remind others to listen. Pronounced like “ally,” the app is designed for women to use during meetings and reports when a user’s voice was heard and gives them feedback on their tone. Additionally, men can utilize the app as a tool to become better allies by monitoring if they are talking over women, supporting their ideas, or “manterrupting.” Intended to serve as an app version of the real-life technique women in the Obama White House utilized (repeating each other’s ideas until they were heard), All.ai is a powerful technical solution for a well-documented problem.
Showtime151 THE TRENDERA FILES: THE FUTURE OF
Trendera KNOW THE slang
Showtime152 A WHOLE LAMPSHADING (adj.) - unit of measurement meaning a lot (v.) - wearing an oversized sweater as a dress, creating a look that resembles a lampshade BIG MOOD (adj.) - 1. relatable 2. the new “vibes” LIVING YOUR TRUTH (v.) - being honest about who you are even if it’s against popular opinion BINGE RACE (v.) - racing with friends to see who can finish binge-watching the latest season of a new show PURE (adj.) - wholesome, sweet, or endearing BOP (n.) - 1. a song you really get into 2. the new “jam” SQUA (n.) - the new “squad”
CARPIN’ ALL THOSE DIEMS (phrase) - living life to the fullest STEPDAD BOD (n.) (origin: Dad Bod) - muscular with a little extra weight CASKET (n.) - the new “dead” or “done” also see “Morgued” KROGER (n.) - a knock-off or “janky” version of something GROUTFIT (n.) - all grey outfit TINDSTAGRAMMING (v.) - reaching out to someone on Instagram SUBMARININGTrendera after they reject you on Tinder (v.) - a romantic prospect vanishes, suddenly reappears, and acts as though he/she never UNCOMFY KNOW THE disappeared at all (adj.) - short for uncomfortable slang ESKETIT ASF (phrase.) - “let’s do it” or “let’s get it” (adv.) (origin: AF) - as f*ck
Showtime153 THE TRENDERA FILES: THE FUTURE OF
Trendera
Showtime154 Trendera QUARTERLY national statistics
Showtime155 THE TRENDERA FILES: THE FUTURE OF STAT CONTENTS
13-50 YEAR OLD STATS: 156
160 How They Describe Themselves 236 Why They Don’t Go To The Movies More Often
162 What They’re Working On 238 What Would Make Then Go To The Movies
164 What They Consider Acceptable 240 Favorite Reality TV Shows
168 What They Consider Unacceptable 242 Favorite Scripted TV Shows
172 Issues They Care About 244 How They Feel About The News
176 Statements On Life 246 Where They Get Their Information
178 Statements On Politics 250 Statments on Cable / Satellite TV
180 Who Should Run The Country 252 Devices They Own
182 Things They Worry About 254 Statements On Technology & Social Media
186 What They Have Faith In 256 Digital Detox
188 What They Consider Success 258 Emerging Technology
192 What’s Most Important To Them 260 Social Media Accounts
194 Best Ways To Meet Someone 262 Statements On Snapchat
196 Statements On Relationships 264 Statements On Instagram
202 What They Consider Bad 266 Statements On YouTube
204 Favorite Places To Shop 268 Statements On Facebook
206 Favorite Apparel / Accessory Brands 270 Statements On Twitter
208 Favorite Food / Beverage Brands 272 What They Think Is Popular
210 Favorite Cosmetic / Toiletry Brands 274 Getting Better In The Future
212 What Influences Them To Buy 276 Getting Worse In The Future
214 What Makes Them Loyal To A Brand 278 Staying The Same In The Future
216 Feelings On Personalized Marketing 280 When They Think The World Will End 218 Info They Would Share For DiscountsTrendera282 Would You Rather 220 Ownership vs. Access
224 How Much They Have In Savings
226 Favorite Actors
228 Favorite Actresses
230 Favorite Influencers
232 Statements On Entertainment
234 How Often They Go To The Movies
Showtime156 STATISTICS
8-12 YEAR OLD STATS: 292
294 How They Describe Themselves 327 How They Feel About The News
295 What They’re Working On 328 Where They Get Their Info
296 What They Consider Acceptable 330 Statements on Cable / Satellite TV
297 What They Consider Unacceptable 331 Devices They Own
298 Statements On Life 332 Statements On Technology & Social Media
299 Statements On Politics 333 Digital Detox
300 Who Should Run The Country 334 Emerging Technology
301 Things They Worry About 335 Social Media Accounts
303 What They Have Faith In 336 Statements On Snapchat
304 What They Consider Success 337 Statements On Instagram
306 What’s Most Important To Them 338 Statements On YouTube
307 Favorite Places To Shop 339 Statements On Facebook
308 Favorite Apparel / Accessory Brands 340 Statements On Twitter
309 Favorite Food / Beverage Brands 341 What They Think Is Popular
310 Favorite Cosmetic / Toiletry Brands 342 Getting Better In The Future
311 What Influences Them To Buy 343 Getting Worse In The Future
312 What Makes Them Loyal To A Brand 344 Staying The Same In The Future
313 Feelings On Personalized Marketing 345 When They Think The World Will End
314 Info They Would Share For Discounts 346 Would You Rather
315 Ownership vs. Access
317 How Much They Have In Savings
318 Favorite Actors 319 Favorite Actresses Trendera 320 Favorite Influencers
321 Statements On Entertainment
322 How Often They Go To The Movies
323 Why They Don’t Go To The Movies More Often
324 What Would Make Then Go To The Movies
325 Favorite Reality TV Shows
326 Favorite Scripted TV Shows
Showtime157 THE TRENDERA FILES: THE FUTURE OF
Trendera 13-50 YEAR OLD stats
Showtime158 THE FUTURE OF YOUR CONSUMER METHODOLOGY
TRENDERA SURVEYED 1633 CONSUMERS IN DECEMBER 2017. The survey was distributed online and via mobile phone. The respondent breakdown is as follows:
NATIONAL SAMPLE: COASTAL SAMPLE:
N=818 N=815 Nationally Representative Consumers Nationally Representative Consumers
8-50 yrs old, evenly distributed 8-50 yrs old, evenly distributed VS 204 GEN Z (8-12: children and 204 GEN Z (8-12: children and parents of children 8-12, due to legal parents of children 8-12, due to legal restrictions) restrictions)
205 GEN Z (13-21) 204 GEN Z (13-21) 205 GEN Y (22-37) 205 GEN Y (22-37) 204 GEN X (38-50) 202 GEN X (38-50) Male/female split for each generation Male/female split for each generation
ETHNICITY, INCOME, AND CITIES SURVEYED: Boston, Charleston, LOCATION DISTRIBUTIONTrendera Houston, Jacksonville, Los Angeles, Miami, BASED ON U.S. CENSUS. New Orleans, New York, Philadelphia, San Diego, San Francisco, Seattle, Tampa/St. 13-50 YEAR OLD Petersburg, Virginia Beach, Washington D.C. stats
Unless specified otherwise, statistics refer to national respondents 8-50.
Showtime159 THE TRENDERA FILES: THE FUTURE OF
HOW THEY DESCRIBE THEMSELVES
Which of the following do you feel best describes your general outlook these days? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Happy Smart Happy Happy Happy Happy Open-minded Happy Stressed Stressed Open-minded Open-minded Smart Open-minded Open-minded Smart Smart Relaxed Stressed Relaxed Smart Open-minded Healthy Active Independent Funny Anxious Mature Creative Independent
Trendera
Showtime160 STATISTICS: 13-50
HOW THEY DESCRIBE THEMSELVES
Which of the following do you feel best describes your general outlook these days? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Open-minded Open-minded Stressed Open-minded Happy Open-minded Happy Happy Open-minded Smart Creative Happy Smart Smart Happy Nice Open-minded Smart Stressed Creative Smart Happy Active Stressed Creative Active Independent Stressed Smart Independent
Trendera
Showtime161 THE TRENDERA FILES: THE FUTURE OF
WHAT THEY’RE WORKING ON
Which, if any, of the following are you working on in your life right now? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
My physical health Having fun My physical health Having fun Having fun My physical health
Having financial Living life to the Having financial Having fun My physical health My physical health security fullest security
Having financial Continuous Having financial Having fun Finding myself Raising a family security learning security
Living life to the Living life to the Living life to the Living life to the My physical health Having fun fullest fullest fullest fullest
Continuous Having financial Finding my Finding my Living life to the Raising a family learning securityTrenderapurpose purpose fullest
Showtime162 STATISTICS: 13-50
WHAT THEY’RE WORKING ON
Which, if any, of the following are you working on in your life right now? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Living life to the Having financial Having financial My physical health Having fun Having fun fullest security security
Having fun My physical health My physical health Finding myself My physical health My physical health
Living life to the Living life to the Having financial Living life to the Living life to the Living life to the fullest fullest security fullest fullest fullest
Having financial Finding my Finding my Making a Having fun Having fun security purpose purpose comfortable salary
Finding my Having financial Finding my Finding my Finding my My physical health purpose securityTrenderapurpose purpose purpose
Showtime163 THE TRENDERA FILES: THE FUTURE OF
WHAT THEY CONSIDER ACCEPTABLE For each of the following, check whether you think it should be considered acceptable or unacceptable in society today: Summary - Acceptable (Select one for each)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Eating meat 95% 95% 95% 96% 93% 97% Eating fast food 91% 90% 92% 89% 91% 93% Drinking soda 91% 90% 92% 90% 88% 94% Not having children 85% 79% 90% 83% 82% 89% Taking out loans for school 83% 78% 88% 81% 81% 86% Tattoos / piercings 83% 77% 88% 82% 82% 84% People living together without 82% 81% 82% 84% 80% 80% being married People having a baby without being 73% 70% 76% 68% 78% 74% married Not going to college 72% 68% 76% 69% 70% 76% Owning guns 70% 70% 70% 65% 70% 76% Same-sex marriage 69% 66% 71% 69% 70% 67% Transgender rights Trendera69% 66% 72% 69% 72% 65%
Showtime164 STATISTICS: 13-50
WHAT THEY CONSIDER ACCEPTABLE For each of the following, check whether you think it should be considered acceptable or unacceptable in society today: Summary - Acceptable (Select one for each)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Eating meat 93% 93% 93% 93% 91% 95% Eating fast food 89% 88% 90% 90% 87% 91% Drinking soda 87% 85% 90% 86% 88% 88% Not having children 83% 79% 88% 78% 82% 89% Taking out loans for school 80% 74% 86% 78% 80% 82% Tattoos / piercings 76% 69% 84% 76% 76% 76% People living together without 85% 85% 84% 85% 83% 86% being married People having a baby without being 76% 72% 80% 74% 77% 77% married Not going to college 68% 66% 71% 61% 69% 75% Owning guns 55% 63% 47% 51% 56% 56% Same-sex marriage 72% 67% 78% 73% 70% 74% Transgender rights Trendera71% 66% 77% 71% 69% 74%
Showtime165 THE TRENDERA FILES: THE FUTURE OF
WHAT THEY CONSIDER ACCEPTABLE For each of the following, check whether you think it should be considered acceptable or unacceptable in society today: Summary - Acceptable (Select one for each)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Cursing / swearing 63% 60% 65% 70% 61% 57% Vaping e-cigarettes 55% 58% 52% 53% 55% 57% Using marijuana 55% 56% 54% 56% 58% 51% Porn 54% 62% 48% 61% 56% 48% Sexting 52% 54% 51% 58% 56% 44% Smoking cigarettes 39% 41% 38% 30% 43% 45% Drinking alcohol under age 21 33% 35% 31% 37% 35% 27% Sharing homework / test answers 30% 35% 25% 39% 32% 19% Unregulated immigration 24% 26% 22% 33% 23% 16% Taking prescription drugs 15% 19% 11% 16% 20% 9% recreationally Online bullying Trendera7% 10% 4% 4% 10% 7%
Showtime166 STATISTICS: 13-50
WHAT THEY CONSIDER ACCEPTABLE For each of the following, check whether you think it should be considered acceptable or unacceptable in society today. (Select one for each)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Cursing / swearing 62% 61% 64% 66% 63% 58% Vaping e-cigarettes 47% 47% 47% 43% 56% 43% Using marijuana 53% 49% 56% 50% 52% 56% Porn 58% 64% 52% 57% 57% 60% Sexting 56% 58% 54% 59% 60% 49% Smoking cigarettes 36% 40% 31% 24% 44% 39% Drinking alcohol under age 21 32% 33% 32% 34% 32% 31% Sharing homework / test answers 34% 38% 29% 45% 39% 17% Unregulated immigration 28% 28% 28% 41% 25% 17% Taking prescription drugs 21% 22% 20% 21% 23% 18% recreationally Online bullying Trendera7% 10% 5% 6% 10% 6%
Showtime167 THE TRENDERA FILES: THE FUTURE OF
WHAT THEY CONSIDER UNACCEPTABLE For each of the following, check whether you think it should be considered acceptable or unacceptable in society today: Summary - Unacceptable (Select one for each)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Online bullying 93% 90% 96% 96% 90% 93% Taking prescription drugs 85% 81% 89% 84% 80% 91% recreationally Unregulated immigration 76% 74% 78% 67% 77% 84% Sharing homework / test answers 70% 65% 75% 61% 68% 81% Drinking alcohol under age 21 67% 65% 69% 63% 65% 73% Smoking cigarettes 61% 59% 62% 70% 57% 55% Sexting 48% 46% 49% 42% 44% 56% Porn 46% 38% 52% 39% 44% 52% Using marijuana 45% 44% 46% 44% 42% 49% Vaping e-cigarettes 45% 42% 48% 47% 45% 43% Cursing / swearing 37% 40% 35% 30% 39% 43% Same-sex marriage Trendera31% 34% 29% 31% 30% 33%
Showtime168 STATISTICS: 13-50
WHAT THEY CONSIDER UNACCEPTABLE For each of the following, check whether you think it should be considered acceptable or unacceptable in society today: Summary - Unacceptable (Select one for each)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Online bullying 93% 90% 95% 94% 90% 94% Taking prescription drugs 79% 78% 80% 79% 77% 82% recreationally Unregulated immigration 72% 72% 72% 59% 75% 83% Sharing homework / test answers 66% 62% 71% 55% 61% 83% Drinking alcohol under age 21 68% 67% 68% 66% 68% 69% Smoking cigarettes 64% 60% 69% 76% 56% 61% Sexting 44% 42% 46% 41% 40% 51% Porn 42% 36% 48% 43% 43% 40% Using marijuana 47% 51% 44% 50% 48% 44% Vaping e-cigarettes 53% 53% 53% 57% 44% 57% Cursing / swearing 38% 39% 36% 34% 37% 42% Same-sex marriage Trendera28% 33% 22% 27% 30% 26%
Showtime169 THE TRENDERA FILES: THE FUTURE OF
WHAT THEY CONSIDER UNACCEPTABLE For each of the following, check whether you think it should be considered acceptable or unacceptable in society today: Summary - Unacceptable (Select one for each)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Transgender rights 31% 34% 28% 31% 28% 35% Owning guns 30% 30% 30% 35% 30% 24% Not going to college 28% 32% 24% 31% 30% 24% People having a baby without being 27% 30% 24% 32% 22% 26% married People living together without 18% 19% 18% 16% 20% 20% being married Taking out loans for school 17% 22% 12% 19% 19% 14% Tattoos / piercings 17% 23% 12% 18% 18% 16% Not having children 15% 21% 10% 17% 18% 11% Drinking soda 9% 10% 8% 10% 12% 6% Eating fast food 9% 10% 8% 11% 9% 7% Eating meat Trendera5% 5% 5% 4% 7% 3%
Showtime170 STATISTICS: 13-50
WHAT THEY CONSIDER UNACCEPTABLE For each of the following, check whether you think it should be considered acceptable or unacceptable in society today: Summary - Unacceptable (Select one for each)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Transgender rights 29% 34% 23% 29% 31% 26% Owning guns 45% 38% 53% 49% 44% 44% Not going to college 32% 34% 29% 39% 31% 25% People having a baby without being 24% 28% 20% 26% 23% 23% married People living together without 15% 15% 16% 15% 17% 14% being married Taking out loans for school 20% 26% 14% 22% 20% 18% Tattoos / piercings 24% 31% 16% 24% 24% 24% Not having children 17% 21% 12% 22% 18% 11% Drinking soda 13% 15% 10% 14% 12% 12% Eating fast food 11% 12% 10% 10% 13% 9% Eating meat Trendera7% 7% 7% 7% 9% 5%
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ISSUES THEY CARE ABOUT
Which, if any, of the following issues or causes are you personally passionate about? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Education 44% 43% 44% 54% 42% 35% Freedom of speech 40% 43% 37% 48% 37% 35% All Lives Matter 32% 34% 31% 38% 29% 30% Mental health 30% 21% 39% 33% 30% 28% Religious freedom 28% 26% 30% 31% 29% 24% Homelessness 28% 24% 32% 33% 21% 31% Endangered animals 26% 25% 27% 35% 20% 23% Gun rights 26% 26% 25% 26% 23% 28% Global warming 24% 27% 21% 27% 22% 23% Marijuana legalization 24% 24% 24% 30% 20% 21% Climate change 23% 24% 23% 23% 24% 23% LGBTQ rights 21% 15% 27% 28% 18% 17% Abortion rights 21% 17% 25% 26% 20% 16% Disease research 21% 23% 19% 28% 15% 20% Black Lives Matter Trendera21% 20% 21% 29% 18% 15% Disaster relief 20% 20% 20% 23% 14% 24%
Showtime172 STATISTICS: 13-50
ISSUES THEY CARE ABOUT
Which, if any, of the following issues or causes are you personally passionate about? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Education 43% 36% 51% 55% 37% 38% Freedom of speech 37% 35% 39% 48% 30% 33% All Lives Matter 32% 29% 35% 40% 27% 29% Mental health 35% 30% 41% 40% 39% 28% Religious freedom 24% 20% 28% 28% 24% 19% Homelessness 29% 23% 35% 35% 24% 27% Endangered animals 28% 25% 31% 33% 25% 25% Gun rights 20% 22% 18% 24% 20% 15% Global warming 30% 31% 29% 33% 29% 28% Marijuana legalization 21% 20% 21% 24% 18% 21% Climate change 30% 29% 32% 27% 32% 32% LGBTQ rights 23% 18% 28% 28% 21% 19% Abortion rights 25% 14% 35% 28% 22% 23% Disease research 22% 19% 25% 24% 18% 24% Black Lives Matter Trendera22% 16% 28% 32% 21% 13% Disaster relief 23% 19% 26% 28% 19% 20%
Showtime173 THE TRENDERA FILES: THE FUTURE OF
ISSUES THEY CARE ABOUT
Which, if any, of the following issues or causes are you personally passionate about? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Gay marriage 20% 16% 25% 30% 16% 15% Planned Parenthood 20% 16% 24% 25% 20% 15% LGBT adoption rights 20% 15% 24% 26% 18% 14% Government-funded healthcare 19% 17% 20% 20% 13% 22% Feminism 16% 8% 24% 25% 13% 10% Gender identity 16% 14% 17% 21% 13% 12% DACA / Immigration reform 15% 14% 16% 19% 11% 14% Transgender soldiers 13% 10% 16% 22% 10% 8% #TakeAKnee 12% 11% 14% 16% 9% 12% Death penalty 11% 11% 12% 14% 9% 11% Veganism / Animal cruelty 11% 10% 11% 16% 7% 9% Net Neutrality 10% 14% 6% 10% 10% 10% Whistleblower protections 9% 11% 6% 6% 8% 12% Sanctuary Cities 8% 10% 6% 10% 5% 9% Confederate monuments Trendera7% 10% 5% 7% 8% 7% Affirmative Action 7% 9% 5% 3% 9% 10%
Showtime174 STATISTICS: 13-50
ISSUES THEY CARE ABOUT
Which, if any, of the following issues or causes are you personally passionate about? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Gay marriage 20% 14% 26% 25% 20% 16% Planned Parenthood 22% 14% 30% 19% 27% 20% LGBT adoption rights 18% 13% 23% 26% 17% 12% Government-funded healthcare 23% 21% 24% 20% 22% 27% Feminism 21% 10% 32% 24% 20% 18% Gender identity 15% 11% 19% 23% 12% 10% DACA / Immigration reform 16% 13% 19% 19% 18% 12% Transgender soldiers 13% 10% 16% 19% 11% 9% #TakeAKnee 10% 8% 13% 14% 9% 9% Death penalty 12% 13% 11% 14% 11% 10% Veganism / Animal cruelty 13% 13% 14% 16% 11% 13% Net Neutrality 12% 18% 7% 13% 11% 13% Whistleblower protections 10% 13% 8% 8% 8% 15% Sanctuary Cities 10% 11% 10% 11% 10% 11% Confederate monuments Trendera6% 6% 5% 7% 5% 5% Affirmative Action 9% 9% 9% 11% 6% 10%
Showtime175 THE TRENDERA FILES: THE FUTURE OF
STATEMENTS ON LIFE
Please check whether you agree or disagree with the following statements. (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
I deserve to live whatever life I want 56% 53% 59% 60% 48% 59% As a society we should accept all people no matter how different 55% 50% 59% 58% 54% 52% they are People today need to listen more to 52% 51% 53% 54% 51% 51% those with different opinions You don't need a college degree to 50% 49% 51% 48% 48% 54% be successful today I want to be a part of something 49% 46% 52% 59% 50% 39% larger than myself The internet sensationalizes things 47% 44% 50% 46% 42% 54% way too much A simpler life is the easiest way to 46% 42% 50% 30% 51% 57% happiness You can't trust the news to give you 44% 42% 46% 49% 39% 43% the truth I deserve to own nice things 43% 41% 46% 46% 40% 45% I feel more mature than other 43% 40% 45% 62% 37% 28% people my age I think my life will turn out better 35% 38% 32% 45% 32% 28% than my parents' I follow brands on social mediaTrendera that 21% 20% 22% 27% 24% 12% show a lifestyle I want to live I follow influencers on social media 16% 15% 17% 26% 19% 3% that show a lifestyle I want to live Educated people's opinions matter 14% 20% 8% 16% 14% 12% more than others' opinions I think my life will turn out worse 9% 9% 8% 8% 10% 8% than my parents' Famous people's opinions matter 4% 5% 3% 3% 5% 3% more than others' opinions
Showtime176 STATISTICS: 13-50
STATEMENTS ON LIFE
Please check whether you agree or disagree with the following statements. (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
I deserve to live whatever life I want 56% 52% 60% 59% 55% 54% As a society we should accept all people no matter how different 58% 50% 67% 65% 54% 56% they are People today need to listen more to 55% 53% 58% 62% 48% 55% those with different opinions You don't need a college degree to 50% 47% 53% 50% 45% 54% be successful today I want to be a part of something 45% 38% 52% 56% 42% 38% larger than myself The internet sensationalizes things 48% 44% 53% 50% 50% 44% way too much A simpler life is the easiest way to 45% 43% 47% 40% 48% 46% happiness You can't trust the news to give you 40% 38% 43% 47% 36% 38% the truth I deserve to own nice things 47% 43% 50% 51% 46% 43% I feel more mature than other 38% 35% 41% 57% 36% 19% people my age I think my life will turn out better 34% 30% 38% 45% 33% 24% than my parents' I follow brands on social mediaTrendera that 22% 20% 24% 28% 25% 12% show a lifestyle I want to live I follow influencers on social media 17% 17% 17% 27% 19% 6% that show a lifestyle I want to live Educated people's opinions matter 15% 18% 12% 18% 12% 15% more than others' opinions I think my life will turn out worse 9% 10% 9% 12% 7% 10% than my parents' Famous people's opinions matter 6% 8% 4% 6% 8% 4% more than others' opinions
Showtime177 THE TRENDERA FILES: THE FUTURE OF
STATEMENTS ON POLITICS
Which, if any, of the following statements about politics do you agree with? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
I am proud to be an American 53% 55% 52% 46% 51% 63% You can't count on the government to look out 41% 38% 44% 42% 40% 42% for society's best interests I'm worried about the government invading my 38% 40% 36% 43% 34% 36% privacy The 2016 Presidential Election was corrupt 35% 31% 39% 40% 32% 33% Our political system needs to be completely 34% 36% 33% 35% 34% 34% restructured for the modern age America is the best country in the world 31% 38% 25% 20% 28% 46% I don't care how a President really behaves, as long as he/she does a good job for me and my 26% 27% 25% 27% 25% 27% country Our government should have less power than it 26% 26% 27% 23% 28% 28% does right now I think Russia skewed the 2016 election results 25% 27% 24% 21% 25% 29% It's America's responsibility to make sure the 21% 23% 19% 24% 20% 19% rights of others are protected around the globe America has the best form of government 21% 25% 16% 19% 17% 26% I'm happy with the 2016 Presidential Election 20% 19% 20% 11% 19% 28% results Brands have more power to createTrendera change than 19% 21% 18% 24% 20% 13% the government I think America is headed in the right direction 16% 17% 15% 11% 16% 21% One's political views should be kept private 14% 13% 16% 13% 14% 16% Our government should have more power than 7% 8% 6% 9% 9% 4% it does right now
Showtime178 STATISTICS: 13-50
STATEMENTS ON POLITICS
Which, if any, of the following statements about politics do you agree with? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
I am proud to be an American 46% 46% 46% 42% 45% 51% You can't count on the government to look out 40% 38% 41% 40% 36% 43% for society's best interests I'm worried about the government invading my 38% 42% 35% 44% 32% 39% privacy The 2016 Presidential Election was corrupt 39% 34% 44% 38% 35% 44% Our political system needs to be completely 36% 36% 36% 38% 31% 38% restructured for the modern age America is the best country in the world 27% 31% 22% 19% 29% 32% I don't care how a President really behaves, as long as he/she does a good job for me and my 23% 26% 21% 29% 21% 19% country Our government should have less power than it 24% 24% 24% 29% 23% 21% does right now I think Russia skewed the 2016 election results 29% 27% 31% 23% 25% 40% It's America's responsibility to make sure the 24% 26% 22% 33% 18% 20% rights of others are protected around the globe America has the best form of government 19% 25% 13% 14% 20% 23% I'm happy with the 2016 Presidential Election 16% 19% 14% 12% 20% 18% results Brands have more power to createTrendera change than 17% 17% 16% 19% 17% 13% the government I think America is headed in the right direction 16% 19% 12% 15% 16% 17% One's political views should be kept private 13% 11% 15% 18% 12% 9% Our government should have more power than 6% 7% 5% 4% 6% 6% it does right now
Showtime179 THE TRENDERA FILES: THE FUTURE OF
WHO SHOULD RUN THE COUNTRY
The best person/people to run our country would be… (Ranking question)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50 A normal person who understands 42% 38% 46% 44% 38% 44% regular problems A politician 41% 44% 39% 41% 41% 41% An older person with more 40% 36% 44% 39% 34% 46% experience A CEO or a successful 36% 36% 37% 23% 44% 42% entrepreneur A younger person with fresh ideas 29% 30% 28% 35% 24% 27% A small group of people rather than 27% 23% 31% 35% 26% 21% one President A military general 25% 22% 27% 22% 26% 26% A large corporate business person 23% 26% 19% 14% 26% 28% A religious leader 13% 15% 11% 12% 18% 11% A large group (crowd-sourcing) 11% 12% 9% 20% 7% 5% A well-liked celebrity 9% 12% 6% 10% 12% 6% Artificial intelligence Trendera5% 6% 3% 6% 4% 4%
Showtime180 STATISTICS: 13-50
WHO SHOULD RUN THE COUNTRY
The best person/people to run our country would be… (Ranking question)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50 A normal person who understands 42% 38% 46% 47% 39% 40% regular problems A politician 47% 53% 42% 46% 44% 52% An older person with more 36% 33% 40% 34% 31% 45% experience A CEO or a successful 33% 39% 27% 26% 39% 34% entrepreneur A younger person with fresh ideas 33% 27% 38% 35% 32% 31% A small group of people rather than 28% 20% 36% 31% 29% 24% one President A military general 18% 15% 21% 22% 12% 21% A large corporate business person 27% 33% 21% 22% 32% 27% A religious leader 11% 13% 8% 13% 12% 7% A large group (crowd-sourcing) 11% 11% 11% 14% 11% 8% A well-liked celebrity 10% 13% 7% 6% 15% 9% Artificial intelligence Trendera4% 6% 2% 3% 4% 4%
Showtime181 THE TRENDERA FILES: THE FUTURE OF
THINGS THEY WORRY ABOUT
Which, if any, of the following do you worry about in your life? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
My family 55% 50% 60% 60% 50% 55% My physical health 48% 42% 54% 48% 42% 53% Debt 44% 35% 54% 32% 48% 54% My weight 41% 30% 52% 44% 37% 42% My mental health 35% 28% 41% 42% 30% 31% My appearance 34% 29% 39% 49% 28% 25% Violence/terrorism 34% 31% 36% 33% 32% 36% My self-image/self-esteem 31% 24% 39% 48% 23% 23% Getting a good job 31% 29% 33% 60% 19% 15% Making a lot of money 31% 33% 28% 45% 27% 20% War 30% 33% 28% 32% 28% 31% My friends 30% 27% 33% 50% 25% 15% Finding my purpose 28% 24% 31% 42% 24% 17% My love life Trendera28% 25% 30% 36% 26% 20%
Showtime182 STATISTICS: 13-50
THINGS THEY WORRY ABOUT
Which, if any, of the following do you worry about in your life? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
My family 52% 39% 65% 57% 50% 50% My physical health 44% 39% 49% 40% 42% 50% Debt 34% 30% 39% 27% 34% 42% My weight 36% 24% 48% 41% 35% 31% My mental health 35% 29% 41% 43% 38% 24% My appearance 30% 25% 36% 43% 30% 18% Violence/terrorism 36% 31% 40% 31% 39% 36% My self-image/self-esteem 26% 17% 35% 42% 22% 13% Getting a good job 36% 32% 40% 55% 30% 22% Making a lot of money 38% 38% 38% 51% 36% 26% War 30% 25% 34% 30% 25% 34% My friends 29% 28% 31% 43% 28% 17% Finding my purpose 34% 31% 37% 47% 29% 26% My love life Trendera30% 26% 34% 42% 25% 22%
Showtime183 THE TRENDERA FILES: THE FUTURE OF
THINGS THEY WORRY ABOUT
Which, if any, of the following do you worry about in your life? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Figuring out who I am 24% 23% 26% 42% 16% 15% Politics 23% 24% 21% 22% 20% 25% Performance at work 22% 22% 23% 27% 21% 19% Getting good grades 21% 21% 21% 53% 7% 3% Having to take care of my parents 21% 16% 26% 19% 18% 26% Bullying 17% 14% 19% 25% 12% 14% Getting into college 14% 15% 14% 37% 5% 2% Sexual activity 14% 19% 10% 20% 14% 10% Gangs 11% 15% 7% 12% 9% 12% Getting pregnant / an STD 10% 8% 13% 19% 8% 5% Being popular 6% 8% 4% 15% 3% 1% Popularity 6% 8% 4% 13% 4% 1% School cliques Trendera5% 5% 5% 11% 2% 1%
Showtime184 STATISTICS: 13-50
THINGS THEY WORRY ABOUT
Which, if any, of the following do you worry about in your life? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Figuring out who I am 24% 19% 28% 44% 15% 12% Politics 24% 23% 24% 23% 24% 24% Performance at work 22% 20% 24% 25% 23% 18% Getting good grades 21% 20% 22% 54% 8% 2% Having to take care of my parents 21% 17% 25% 24% 16% 24% Bullying 18% 13% 23% 24% 17% 14% Getting into college 15% 13% 17% 39% 5% 1% Sexual activity 15% 17% 12% 18% 15% 13% Gangs 13% 13% 12% 15% 11% 12% Getting pregnant / an STD 7% 5% 8% 15% 5% 3% Being popular 7% 9% 5% 13% 6% 1% Popularity 6% 5% 6% 11% 3% 3% School cliques Trendera6% 5% 7% 12% 2% 2%
Showtime185 THE TRENDERA FILES: THE FUTURE OF
WHAT THEY HAVE FAITH IN
How much faith do you have in the following: Top Box Summary
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
God 54% 50% 57% 50% 56% 56% My parents 50% 52% 47% 52% 54% 43% My partner 48% 42% 54% 49% 50% 46% People in general 10% 13% 6% 7% 13% 8% The news 8% 11% 5% 6% 10% 8% The government 7% 10% 5% 4% 12% 5% Corporations 7% 10% 4% 3% 11% 6% Politicians 6% 9% 3% 4% 10% 4% Trendera
Showtime186 STATISTICS: 13-50
WHAT THEY HAVE FAITH IN
How much faith do you have in the following: Top Box Summary
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
God 52% 49% 55% 51% 57% 47% My parents 50% 51% 49% 51% 55% 44% My partner 41% 41% 41% 22% 51% 42% People in general 8% 10% 6% 6% 10% 7% The news 8% 10% 6% 4% 12% 7% The government 8% 11% 5% 3% 15% 5% Corporations 8% 11% 4% 4% 13% 5% Politicians 6% 8% 3% 2% 9% 5% Trendera
Showtime187 THE TRENDERA FILES: THE FUTURE OF
WHAT THEY CONSIDER SUCCESS Which, if any, of the following do you consider to be signs of a successful life? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
A happy family 63% 54% 72% 63% 60% 65% Being a good parent 54% 46% 62% 55% 52% 55% Helping other people 53% 46% 59% 57% 48% 54% Making the world a better place 51% 46% 55% 59% 43% 50% Freedom to live life as you please 49% 46% 52% 59% 45% 43% Finding your purpose 48% 42% 53% 58% 40% 46% Loving your job 48% 43% 52% 60% 43% 39% Having a job with purpose 44% 37% 51% 52% 44% 36% Finding your soulmate 39% 33% 45% 50% 35% 33% Having successful kids 35% 35% 36% 36% 32% 38% Being involved in your community 33% 31% 35% 41% 25% 33% Making lots of money 31% 34% 27% 45% 24% 23% Having kids 30% 26% 33% 35% 29% 25% Getting married 30% 29% 30% 43% 24% 21% Traveling a lot Trendera28% 26% 31% 30% 28% 26% A college degree 27% 28% 25% 42% 20% 18%
Showtime188 STATISTICS: 13-50
WHAT THEY CONSIDER SUCCESS Which, if any, of the following do you consider to be signs of a successful life? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
A happy family 63% 59% 67% 68% 61% 59% Being a good parent 48% 40% 56% 55% 43% 48% Helping other people 54% 47% 60% 61% 50% 50% Making the world a better place 50% 41% 59% 60% 43% 49% Freedom to live life as you please 52% 46% 58% 55% 44% 58% Finding your purpose 49% 41% 57% 59% 41% 48% Loving your job 54% 47% 61% 70% 52% 39% Having a job with purpose 47% 41% 53% 59% 40% 43% Finding your soulmate 35% 29% 40% 40% 29% 35% Having successful kids 32% 30% 35% 35% 35% 26% Being involved in your community 33% 26% 41% 42% 32% 26% Making lots of money 34% 37% 31% 44% 33% 24% Having kids 24% 19% 28% 30% 23% 17% Getting married 25% 23% 28% 39% 21% 16% Traveling a lot Trendera30% 26% 33% 32% 31% 26% A college degree 28% 28% 27% 48% 19% 16%
Showtime189 THE TRENDERA FILES: THE FUTURE OF
WHAT THEY CONSIDER SUCCESS Which, if any, of the following do you consider to be signs of a successful life? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Doing better financially than your parents 25% 23% 27% 30% 20% 25% Owning your own business 24% 25% 22% 32% 23% 15% Retiring early 23% 24% 21% 23% 21% 24% Owning a big house 22% 24% 21% 34% 17% 16% Having pets 20% 14% 26% 25% 18% 17% A graduate degree 18% 20% 16% 30% 14% 10% Having lots of friends 18% 18% 18% 23% 12% 18% Being an entrepreneur 17% 19% 15% 20% 20% 12% Luxury vacations 15% 18% 13% 18% 16% 13% Being attractive 13% 17% 9% 15% 14% 10% A fancy car 13% 16% 9% 21% 10% 7% A dream wedding 11% 11% 11% 21% 8% 3% An attractive spouse 10% 12% 7% 14% 8% 7% Being famous 6% 9% 4% 11% 5% 3% Owning designer apparel Trendera6% 8% 4% 13% 2% 2% Having lots of social media followers 5% 7% 3% 9% 4% 1%
Showtime190 STATISTICS: 13-50
WHAT THEY CONSIDER SUCCESS Which, if any, of the following do you consider to be signs of a successful life? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Doing better financially than your parents 27% 24% 30% 35% 21% 26% Owning your own business 26% 26% 27% 32% 27% 19% Retiring early 22% 23% 20% 25% 20% 21% Owning a big house 21% 20% 21% 29% 19% 14% Having pets 20% 13% 26% 27% 16% 16% A graduate degree 25% 25% 24% 41% 18% 15% Having lots of friends 18% 20% 17% 23% 19% 14% Being an entrepreneur 19% 21% 17% 25% 18% 15% Luxury vacations 18% 18% 18% 23% 18% 13% Being attractive 11% 11% 11% 14% 10% 8% A fancy car 14% 15% 12% 21% 15% 5% A dream wedding 11% 8% 14% 19% 7% 6% An attractive spouse 9% 13% 5% 10% 10% 5% Being famous 9% 9% 9% 15% 8% 3% Owning designer apparel Trendera7% 8% 7% 11% 5% 5% Having lots of social media followers 4% 4% 3% 7% 2% 1%
Showtime191 THE TRENDERA FILES: THE FUTURE OF
WHAT’S MOST IMPORTANT TO THEM How important is it/was it for you to do each of the following in your life: Summary - Very important
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Be a good person Be a good person Be a good person Be a good person Be a good person Be a good person
Get your driver's Get your driver's Get your driver's Have a successful Get your driver's Get your driver's license license license career license license Get your driver's Own a house Own a house Own a house Own a house Own a house license Work at a job that Work at a job that Work at a job that Work at a job that Work at a job that Have children gives you purpose gives you purpose gives you purpose gives you purpose gives you purpose Have a successful Have a successful Work at a stable Have children Own a house Have children career career company Trendera
Showtime192 STATISTICS: 13-50
WHAT’S MOST IMPORTANT TO THEM How important is it/was it for you to do each of the following in your life: Summary - Very important
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Be a good person Be a good person Be a good person Be a good person Be a good person Be a good person
Get your driver's Have a successful Work at a job that Have a successful Get your driver's Own a house license career gives you purpose career license Work at a job that Get your driver's Get your driver's Work at a job that Work at a job that Own a house gives you purpose license license gives you purpose gives you purpose Have a successful Work at a job that Get your driver's Get your driver's Work at a job that Own a house career gives you purpose license license gives you purpose Have a successful Have a successful Have a successful Own a house Own a house Own a house career career career Trendera
Showtime193 THE TRENDERA FILES: THE FUTURE OF
BEST WAYS TO MEET SOMEONE What are some of the best ways to find someone to date these days? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Through friends 61% 54% 69% 62% 60% 62% Social events 50% 45% 55% 55% 50% 46% Hobbies / activities 45% 38% 52% 50% 43% 43% Through family 40% 32% 47% 30% 42% 48% At work 37% 38% 36% 40% 38% 33% School 35% 33% 37% 59% 28% 19% Church / religious organizations 32% 28% 35% 29% 30% 37% Dating apps (Tinder, Bumble, etc.) 27% 29% 25% 30% 27% 24% Dating websites (Match, OkCupid, eHarmony) 27% 26% 27% 23% 27% 30% Facebook 25% 25% 24% 29% 24% 22% The gym 23% 26% 20% 26% 25% 18% A bar / club 23% 26% 20% 25% 24% 19% Instagram 17% 19% 14% 26% 15% 9% Snapchat Trendera13% 13% 12% 22% 10% 5% Chat room/forums 11% 14% 8% 14% 12% 8%
Showtime194 STATISTICS: 13-50
BEST WAYS TO MEET SOMEONE What are some of the best ways to find someone to date these days? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Through friends 62% 55% 69% 63% 59% 64% Social events 48% 43% 54% 47% 48% 50% Hobbies / activities 40% 35% 46% 43% 41% 37% Through family 37% 30% 44% 34% 37% 41% At work 35% 34% 37% 35% 34% 37% School 42% 40% 43% 69% 28% 28% Church / religious organizations 27% 22% 31% 24% 24% 32% Dating apps (Tinder, Bumble, etc.) 25% 26% 23% 24% 29% 21% Dating websites (Match, OkCupid, eHarmony) 26% 25% 28% 23% 30% 27% Facebook 21% 25% 18% 22% 28% 15% The gym 22% 23% 20% 21% 25% 19% A bar / club 18% 20% 17% 18% 21% 16% Instagram 17% 20% 13% 22% 19% 9% Snapchat Trendera13% 16% 9% 21% 14% 3% Chat room/forums 8% 9% 7% 10% 6% 6%
Showtime195 THE TRENDERA FILES: THE FUTURE OF
STATEMENTS ON RELATIONSHIPS
Which, if any, of the following statements do you agree with: Summary - Yes
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50 People are more accepting of non-heterosexual relationships (e.g. gay, lesbian, transgender) 57% 48% 65% 56% 52% 62% than they used to be People post too much about their relationships 49% 45% 53% 45% 47% 55% People today are more sexually fluid and open 44% 41% 47% 51% 41% 40% to new experiences People rarely go out on formal dates anymore 43% 37% 48% 52% 41% 35% Getting married isn't as important as it used to 39% 39% 39% 37% 37% 44% be People who post too much about their 32% 32% 32% 26% 35% 35% relationship are probably unhappy in it Girls are much more sexually aggressive than 30% 28% 32% 32% 28% 30% they used to be People my age don't really date, they just hook 28% 26% 29% 41% 25% 16% up Labels like 'boyfriend' and 'girlfriend' aren't as 27% 28% 25% 30% 24% 26% important as they used to be My friends and I aren't worried about dating 23% 23% 22% 28% 19% 21% Having multiple sexual experiences is part of 21% 25% 17% 25% 20% 18% the self-discovery process Guys are way less forthcoming than they used 18% 17% 19% 23% 15% 15% to be Trendera I'd rather have a 'friend with benefits' than deal 11% 15% 7% 15% 9% 10% with the drama of a relationship right now
Showtime196 STATISTICS: 13-50
STATEMENTS ON RELATIONSHIPS
Which, if any, of the following statements do you agree with: Summary - Yes
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50 People are more accepting of non-heterosexual relationships (e.g. gay, lesbian, transgender) 50% 42% 58% 50% 48% 53% than they used to be People post too much about their relationships 45% 41% 49% 46% 43% 47% People today are more sexually fluid and open 42% 38% 45% 48% 40% 38% to new experiences People rarely go out on formal dates anymore 40% 35% 45% 47% 38% 35% Getting married isn't as important as it used to 42% 38% 45% 42% 38% 47% be People who post too much about their 33% 32% 34% 30% 35% 33% relationship are probably unhappy in it Girls are much more sexually aggressive than 31% 30% 31% 31% 34% 27% they used to be People my age don't really date, they just hook 28% 26% 31% 42% 27% 16% up Labels like 'boyfriend' and 'girlfriend' aren't as 30% 29% 32% 36% 31% 24% important as they used to be My friends and I aren't worried about dating 23% 24% 22% 30% 19% 21% Having multiple sexual experiences is part of 20% 22% 18% 20% 20% 19% the self-discovery process Guys are way less forthcoming than they used 21% 17% 24% 26% 22% 13% to be Trendera I'd rather have a 'friend with benefits' than deal 14% 17% 12% 17% 13% 13% with the drama of a relationship right now
Showtime197 THE TRENDERA FILES: THE FUTURE OF
STATEMENTS ON RELATIONSHIPS
Which, if any, of the following statements about love and relationships do you agree with? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50 TV and movies have given people unrealistic 58% 51% 65% 62% 53% 58% expectations of relationships Emotional cheating is just as bad as physical 50% 36% 65% 57% 44% 50% cheating People should never hook up with a friend's ex 40% 33% 47% 49% 34% 36% Waiting to have sex makes the person you are 36% 32% 39% 41% 33% 33% with respect you more Everyone has one soulmate 32% 30% 35% 40% 30% 27% Having sex isn't a big deal 22% 24% 20% 29% 21% 16% Online relationships can be just as good as in- 22% 24% 19% 27% 23% 15% person relationships Porn is a good way to learn about sex 15% 20% 10% 20% 13% 12% Everyone has multiple soulmates 14% 15% 14% 13% 15% 15% I would be willing to try an open relationship 13% 18% 7% 16% 13% 9% The way to have the most power in a 10% 13% 7% 10% 11% 10% relationship is to appear less interested Soulmates do not exist Trendera9% 11% 7% 5% 11% 12% I'd rather hook up with a close friend than 9% 14% 4% 12% 7% 7% someone I want to date
Showtime198 STATISTICS: 13-50
STATEMENTS ON RELATIONSHIPS
Which, if any, of the following statements about love and relationships do you agree with? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50 TV and movies have given people unrealistic 58% 47% 69% 65% 54% 54% expectations of relationships Emotional cheating is just as bad as physical 48% 34% 61% 49% 53% 42% cheating People should never hook up with a friend's ex 33% 26% 39% 37% 34% 28% Waiting to have sex makes the person you are 32% 29% 34% 34% 30% 31% with respect you more Everyone has one soulmate 27% 26% 28% 31% 25% 25% Having sex isn't a big deal 25% 25% 25% 33% 21% 21% Online relationships can be just as good as in- 19% 18% 20% 23% 21% 12% person relationships Porn is a good way to learn about sex 14% 17% 10% 18% 13% 10% Everyone has multiple soulmates 17% 17% 18% 18% 20% 14% I would be willing to try an open relationship 17% 19% 14% 22% 17% 11% The way to have the most power in a 11% 13% 9% 10% 14% 10% relationship is to appear less interested Soulmates do not exist Trendera10% 11% 9% 9% 9% 12% I'd rather hook up with a close friend than 10% 13% 7% 15% 6% 7% someone I want to date
Showtime199 THE TRENDERA FILES: THE FUTURE OF
STATEMENTS ON RELATIONSHIPS
Which, if any, of the following statements about love and relationships do you agree with? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Marriage is still relevant and important today 56% 49% 64% 54% 55% 61% Marriage is not defined by a piece of paper 46% 44% 47% 52% 42% 42% People have unrealistic expectations about 45% 42% 49% 53% 40% 43% marriage Porn is just another form of entertainment 27% 33% 20% 32% 24% 25% Kids of divorce are more messed up 26% 25% 28% 31% 25% 23% Porn is degrading and wrong 23% 19% 28% 23% 20% 26% I'd be embarrassed to get a divorce 23% 18% 27% 28% 24% 16% If you don't have kids, it's not a big deal to get 14% 15% 12% 20% 11% 10% divorced I'd be embarrassed to tell others that I met my 13% 13% 13% 20% 11% 7% partner through a dating platform It's easier to truly connect with someone online 12% 11% 12% 17% 9% 9% rather than in person It's fine to break up by text 8% 11% 6% 10% 7% 8% Marriage and monogamy are not natural for 7% 11% 4% 7% 8% 7% humans Trendera
Showtime200 STATISTICS: 13-50
STATEMENTS ON RELATIONSHIPS
Which, if any, of the following statements about love and relationships do you agree with? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Marriage is still relevant and important today 51% 41% 61% 48% 53% 52% Marriage is not defined by a piece of paper 48% 43% 54% 56% 43% 46% People have unrealistic expectations about 45% 39% 51% 48% 40% 48% marriage Porn is just another form of entertainment 29% 37% 22% 31% 26% 31% Kids of divorce are more messed up 28% 28% 27% 36% 26% 21% Porn is degrading and wrong 17% 13% 21% 21% 18% 13% I'd be embarrassed to get a divorce 20% 21% 18% 21% 22% 16% If you don't have kids, it's not a big deal to get 18% 17% 18% 20% 17% 16% divorced I'd be embarrassed to tell others that I met my 14% 13% 14% 23% 10% 8% partner through a dating platform It's easier to truly connect with someone online 13% 14% 13% 15% 16% 9% rather than in person It's fine to break up by text 9% 8% 9% 12% 8% 6% Marriage and monogamy are not natural for 11% 12% 9% 8% 13% 11% humans Trendera
Showtime201 THE TRENDERA FILES: THE FUTURE OF
WHAT THEY CONSIDER BAD
In your mind, what is the worst thing to be? (Select one)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Physically abusive 43% 36% 49% 36% 40% 52% Racist 24% 28% 19% 27% 26% 18% Emotionally abusive 17% 15% 19% 19% 17% 15% Sexist 3% 4% 2% 5% 1% 2% Obese 3% 3% 3% 3% 3% 2% Homophobic 2% 4% 1% 3% 1% 2% Unpatriotic 2% 2% 3% 2% 2% 2% Transphobic 1% 2% 0% 0% 2% 0% Trendera
Showtime202 STATISTICS: 13-50
WHAT THEY CONSIDER BAD
In your mind, what is the worst thing to be? (Select one)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Physically abusive 42% 38% 46% 40% 38% 49% Racist 28% 30% 26% 30% 29% 24% Emotionally abusive 14% 13% 14% 13% 16% 12% Sexist 2% 2% 3% 3% 2% 1% Obese 4% 4% 3% 5% 5% 1% Homophobic 2% 3% 1% 1% 3% 2% Unpatriotic 3% 3% 2% 3% 2% 2% Transphobic 1% 1% 1% 1% 1% 1% Trendera
Showtime203 THE TRENDERA FILES: THE FUTURE OF
FAVORITE PLACES TO SHOP Where are your favorite places to shop (online and/or in store)? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Amazon Amazon Amazon Amazon Amazon Amazon
Walmart Walmart Target Walmart Walmart Walmart
Target Nike Walmart Target Target Target
Bath & Body Nike Target Nike Nike Home Depot Works
Best Buy Best Buy Victoria's Secret Forever 21 Old Navy Best Buy Trendera FULL LIST:
Amazon, Ann Taylor Loft, Anthropologie, Apple, Barney’s, Bath & Body Works, Best Buy, Bloomingdales, Costco, Crate & Barrel, Disney, Express, Forever 21, Free People, Gap, H&M, Hollister, Home Depot, J.C. Penney, Lowe’s, Macy’s, Marshalls, Nike, Nordstrom, Old Navy, Pottery Barn, Sears, Sephora, Staples, T.J. Maxx, Target, Top Shop, Urban Outfitters, Victoria’s Secret, Walmart, Zara Showtime204 STATISTICS: 13-50
FAVORITE PLACES TO SHOP Where are your favorite places to shop (online and/or in store)? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Amazon Amazon Amazon Amazon Amazon Amazon
Target Target Target Target Target Target
Walmart Walmart Walmart Walmart Walmart Walmart
Bath & Body Nike Best Buy Nike Nike Home Depot Works
Macy's Nike Macy's H&M H&M Macy's Trendera FULL LIST:
Amazon, Ann Taylor Loft, Anthropologie, Apple, Barney’s, Bath & Body Works, Best Buy, Bloomingdales, Costco, Crate & Barrel, Disney, Express, Forever 21, Free People, Gap, H&M, Hollister, Home Depot, J.C. Penney, Lowe’s, Macy’s, Marshalls, Nike, Nordstrom, Old Navy, Pottery Barn, Sears, Sephora, Staples, T.J. Maxx, Target, Top Shop, Urban Outfitters, Victoria’s Secret, Walmart, Zara Showtime205 THE TRENDERA FILES: THE FUTURE OF
FAVORITE APPAREL / ACCESSORY BRANDS What are some of your favorite apparel/accessory brands? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Nike Nike Target Nike Nike Nike
Target adidas Nike adidas Target Levi's
Walmart Levi's Walmart Forever 21 Walmart Walmart
adidas Walmart Forever 21 Walmart adidas Target
Levi's Calvin Klein adidas Target Calvin Klein adidas
TrenderaFULL LIST:
Abercrombie & Fitch, adidas, ASOS, BCBG, Brandy Melville, Calvin Klein, Cartier, Chanel, Christian Louboutin, Coach, Converse, Express, Forever 21, Gap, H&M, Hollister, J.Crew, Kate Spade, Levi’s, Lily Pulitzer, Louis Vuitton, Lululemon, Madewell, Marc Jacobs, Michael Kors, Nasty Gal, Nike, Quiksilver, Ralph Lauren, RVCA, Supreme, Target, Topshop, Tory Burch, Under Armour, VANS, Vera Bradley, Vineyard Vines, Walmart, Zara
Showtime206 STATISTICS: 13-50
FAVORITE APPAREL / ACCESSORY BRANDS What are some of your favorite apparel/accessory brands? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Nike Nike Target Nike Target Nike
Target adidas Nike adidas Nike Levi's
adidas Levi's Forever 21 VANS adidas Target
Levi's Calvin Klein H&M H&M Calvin Klein adidas
H&M Target adidas Forever 21 H&M Ralph Lauren
TrenderaFULL LIST:
Abercrombie & Fitch, adidas, ASOS, BCBG, Brandy Melville, Calvin Klein, Cartier, Chanel, Christian Louboutin, Coach, Converse, Express, Forever 21, Gap, H&M, Hollister, J.Crew, Kate Spade, Levi’s, Lily Pulitzer, Louis Vuitton, Lululemon, Madewell, Marc Jacobs, Michael Kors, Nasty Gal, Nike, Quiksilver, Ralph Lauren, RVCA, Supreme, Target, Topshop, Tory Burch, Under Armour, VANS, Vera Bradley, Vineyard Vines, Walmart, Zara
Showtime207 THE TRENDERA FILES: THE FUTURE OF
FAVORITE FOOD / BEVERAGE BRANDS What are some of your favorite food and beverage brands? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Doritos Coca-Cola Doritos Doritos Doritos Coca-Cola
Coca-Cola Doritos M&M’s Coca-Cola Coca-Cola Doritos
M&M’s Pepsi Starbucks Oreo Cheetos Hershey
Hershey Snickers Hershey M&M’s M&M’s M&M’s
Cheetos M&M’s Cheetos Cheetos Nestle Snickers
FULL LIST: Trendera Annie’s, Aquafina, Banza, Barilla, Budweiser, Butterfinger, Campbell’s, Cheerios, Cheetos, Cheez-It, Chewy, Chips Ahoy!, Coca-Cola, Corona, Crunch, Dannon, Dasani, Digiorno, Dole, Doritos, Dr. Pepper, Dreyer’s, Fanta, General Mills, Haribo, Heineken, Heinz, Hershey, Hot Pocket, Kellogg, Kit Kat, Kraft, LaCroix, Lay’s, Lean Cuisine, Lipton, M&M’s, Mars, Mountain Dew, Nabisco, Nestle, Nutella, Oreo, Pepsi, Perrier, Pop Tarts, Pringles, Rice Krispies, Skinny Pop, Smartwater, Smuckers, Snapple, Snickers, Special K, Sprite, Starbucks, Stouffer’s, Tostitos, Trolli, Tropicana, Twix, Tyson, Vitaminwater Showtime208 STATISTICS: 13-50
FAVORITE FOOD / BEVERAGE BRANDS What are some of your favorite food and beverage brands? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Starbucks Coca-Cola Starbucks M&M’s Starbucks Coca-Cola
Coca-Cola Doritos M&M’s Doritos Doritos Starbucks
M&M’s Starbucks Hershey Kit Kat Coca-Cola M&M’s
Doritos Pepsi Kit Kat Cheetos M&M’s Nestle
Kit Kat M&M’s Doritos Oreo Kit Kat Doritos
FULL LIST: Trendera Annie’s, Aquafina, Banza, Barilla, Budweiser, Butterfinger, Campbell’s, Cheerios, Cheetos, Cheez-It, Chewy, Chips Ahoy!, Coca-Cola, Corona, Crunch, Dannon, Dasani, Digiorno, Dole, Doritos, Dr. Pepper, Dreyer’s, Fanta, General Mills, Haribo, Heineken, Heinz, Hershey, Hot Pocket, Kellogg, Kit Kat, Kraft, LaCroix, Lay’s, Lean Cuisine, Lipton, M&M’s, Mars, Mountain Dew, Nabisco, Nestle, Nutella, Oreo, Pepsi, Perrier, Pop Tarts, Pringles, Rice Krispies, Skinny Pop, Smartwater, Smuckers, Snapple, Snickers, Special K, Sprite, Starbucks, Stouffer’s, Tostitos, Trolli, Tropicana, Twix, Tyson, Vitaminwater Showtime209 THE TRENDERA FILES: THE FUTURE OF
FAVORITE COSMETIC / TOILETRY BRANDS What are some of your favorite cosmetic/toiletry brands? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50 Bath & Body Bath & Body Dove Dove Dove Dove Works Works Bath & Body Bath & Body Old Spice Neutrogena Dove Neutrogena Works Works
Neutrogena Aveeno L'Oreal L'Oreal L'Oreal Burt's Bees
Bath & Body Bath & Body Aveeno Maybelline Neutrogena Neutrogena Works Works
L'Oreal Head & Shoulders Burt's Bees Aveeno Aveeno Aveeno
TrenderaFULL LIST: Alba Botanica, Aveeno, Avon, Bare Minerals, Bath & Body Works, Benefit, Burt’s Bees, Chanel, Christian Dior, Clarins, Clean & Clear, Clinique, Dollar Shave Club, Dove, Estée Lauder, Every Man Jack, Fenty Beauty, Fresh, Garnier, Head & Shoulders, Honest Company, Johnson’s, Jouer, Kat Von D, KKW Beauty, Kylie Cosmetics, L’Occitane, L’Oreal, Lancôme, Laura Mercier, MAC, Make Up For Ever, Maybelline, NARS, Neutrogena, Nivea, Olay, Old Spice, Pantene, Sephora, Smashbox, Tarte, Urban Decay Showtime210 STATISTICS: 13-50
FAVORITE COSMETIC / TOILETRY BRANDS What are some of your favorite cosmetic/toiletry brands? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50 Bath & Body Bath & Body Bath & Body Dove Aveeno Dove Works Works Works Bath & Body Dove Old Spice Dove Dove Neutrogena Works Bath & Body Bath & Body Aveeno Aveeno Neutrogena Dove Works Works
Neutrogena Head & Shoulders Neutrogena Head & Shoulders Neutrogena Aveeno
L'Oreal Nivea Sephora L'Oreal L'Oreal Burt's Bees
TrenderaFULL LIST:
Alba Botanica, Aveeno, Avon, Bare Minerals, Bath & Body Works, Benefit, Burt’s Bees, Chanel, Christian Dior, Clarins, Clean & Clear, Clinique, Dollar Shave Club, Dove, Estée Lauder, Every Man Jack, Fenty Beauty, Fresh, Garnier, Head & Shoulders, Honest Company, Johnson’s, Jouer, Kat Von D, KKW Beauty, Kylie Cosmetics, L’Occitane, L’Oreal, Lancôme, Laura Mercier, MAC, Make Up For Ever, Maybelline, NARS, Neutrogena, Nivea, Olay, Old Spice, Pantene, Sephora, Smashbox, Tarte, Urban Decay Showtime211 THE TRENDERA FILES: THE FUTURE OF
WHAT INFLUENCES THEM TO BUY Please rate how important the following things are to you in your decision to buy something: Top Box Summary
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
A quality product 83% 78% 87% 73% 85% 90% Getting a deal 75% 72% 78% 69% 79% 77% Free shipping 75% 67% 83% 68% 77% 80% Flexible return policy 67% 63% 71% 55% 73% 73% Ability to buy in-store 67% 64% 69% 63% 64% 73% Ability to buy online 66% 63% 69% 61% 75% 62% Brand / retailer reputation 64% 65% 63% 56% 65% 71% User reviews 62% 61% 63% 55% 76% 57% Customer service in person 56% 59% 53% 51% 59% 59% Social / ethical responsibility 48% 47% 48% 45% 51% 47% Customer service via phone call 46% 49% 43% 40% 48% 50% Customer service via live chat 41% 43% 38% 32% 50% 40% Brand / retailer supports social causes 40% 44% 35% 40% 40% 38% Customer service via text Trendera31% 34% 29% 28% 38% 27%
Showtime212 STATISTICS: 13-50
WHAT INFLUENCES THEM TO BUY Please rate how important the following things are to you in your decision to buy something: Top Box Summary
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
A quality product 84% 82% 87% 78% 84% 90% Getting a deal 77% 73% 81% 68% 81% 82% Free shipping 79% 75% 82% 71% 82% 83% Flexible return policy 71% 69% 74% 64% 75% 75% Ability to buy in-store 70% 71% 68% 67% 69% 73% Ability to buy online 70% 69% 70% 64% 77% 68% Brand / retailer reputation 69% 68% 70% 65% 71% 71% User reviews 67% 64% 69% 63% 71% 65% Customer service in person 58% 58% 58% 52% 61% 60% Social / ethical responsibility 52% 52% 51% 51% 57% 47% Customer service via phone call 50% 52% 48% 42% 60% 48% Customer service via live chat 43% 50% 36% 36% 50% 42% Brand / retailer supports social causes 42% 44% 39% 40% 49% 36% Customer service via text Trendera35% 40% 29% 37% 42% 24%
Showtime213 THE TRENDERA FILES: THE FUTURE OF
WHAT MAKES THEM LOYAL TO A BRAND What, if anything, makes you loyal to a brand? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Quality 74% 72% 77% 73% 68% 83% Price 69% 63% 74% 71% 61% 74% Great customer service 52% 52% 53% 46% 58% 53% Loyalty program / rewards 42% 33% 51% 42% 38% 47% You grew up with it / your parents used it 33% 29% 38% 39% 31% 30% Responding to customers immediately 31% 32% 29% 31% 33% 28% Strong company ethics 28% 30% 26% 33% 26% 26% Habit 22% 21% 23% 25% 19% 22% Creative marketing 18% 22% 15% 26% 19% 9% Company culture 16% 19% 13% 17% 19% 13% Social mission 11% 12% 9% 15% 7% 10% Celebrity affiliation Trendera7% 9% 5% 8% 7% 6%
Showtime214 STATISTICS: 13-50
WHAT MAKES THEM LOYAL TO A BRAND What, if anything, makes you loyal to a brand? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Quality 75% 70% 80% 72% 73% 80% Price 72% 65% 78% 76% 70% 69% Great customer service 46% 44% 49% 41% 49% 49% Loyalty program / rewards 43% 34% 51% 37% 44% 47% You grew up with it / your parents used it 28% 24% 32% 37% 23% 22% Responding to customers immediately 27% 25% 29% 29% 20% 31% Strong company ethics 23% 26% 21% 28% 21% 20% Habit 20% 22% 18% 25% 21% 14% Creative marketing 23% 20% 25% 31% 20% 17% Company culture 15% 17% 13% 14% 16% 14% Social mission 16% 19% 12% 15% 20% 12% Celebrity affiliation Trendera7% 9% 6% 11% 6% 5%
Showtime215 THE TRENDERA FILES: THE FUTURE OF
FEELINGS ON PERSONALIZED MARKETING Please rate how comfortable you are with brands doing the following: Summary - Very Comfortable
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50 Brands wishing me a happy birthday and sending me 48% 40% 55% 55% 52% 35% something for it Brands using my location in their stores to send me 33% 35% 31% 38% 37% 25% discounts in that moment Brands showing an ad for a product I have viewed on 25% 26% 23% 28% 28% 18% another website Brands collecting data on my habits to give me a 24% 30% 19% 29% 29% 14% better user experience Brands liking my social media posts 24% 26% 22% 28% 25% 19% Brands referring to my friends and family by name 18% 21% 15% 23% 22% 9% in their marketing Brands contacting me on my cell phone with a pre- 16% 19% 12% 18% 18% 12% recorded message Trendera
Showtime216 STATISTICS: 13-50
FEELINGS ON PERSONALIZED MARKETING Please rate how comfortable you are with brands doing the following: Summary - Very Comfortable
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50 Brands wishing me a happy birthday and sending me 48% 40% 57% 54% 52% 39% something for it Brands using my location in their stores to send me 30% 30% 30% 30% 36% 24% discounts in that moment Brands showing an ad for a product I have viewed on 22% 24% 20% 23% 28% 15% another website Brands collecting data on my habits to give me a 21% 22% 20% 24% 23% 15% better user experience Brands liking my social media posts 22% 27% 17% 23% 28% 16% Brands referring to my friends and family by name 20% 24% 17% 19% 29% 13% in their marketing Brands contacting me on my cell phone with a pre- 13% 16% 10% 15% 16% 8% recorded message Trendera
Showtime217 THE TRENDERA FILES: THE FUTURE OF
INFO THEY WOULD SHARE FOR DISCOUNTS Which, if any, of the following information would you share with a brand you like in exchange for coupons or discounts? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Birthday 58% 46% 71% 61% 57% 58% Email address 57% 50% 64% 59% 50% 61% Gender 50% 45% 56% 53% 44% 54% Name 50% 45% 55% 54% 42% 54% Interests / hobbies 43% 42% 43% 45% 40% 43% Past purchases 33% 30% 35% 32% 32% 33% Cell phone number 29% 28% 30% 38% 26% 24% Home address 27% 25% 29% 26% 24% 32% My location 21% 24% 19% 18% 23% 22% Income 15% 19% 11% 11% 17% 17% Web browsing history 12% 12% 12% 12% 13% 10% Social media contacts 10% 13% 8% 14% 12% 6% Information about friends Trendera8% 10% 6% 10% 8% 5% Social security number 4% 6% 1% 4% 4% 3%
Showtime218 STATISTICS: 13-50
INFO THEY WOULD SHARE FOR DISCOUNTS Which, if any, of the following information would you share with a brand you like in exchange for coupons or discounts? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Birthday 55% 40% 69% 60% 51% 52% Email address 57% 47% 66% 55% 55% 60% Gender 50% 42% 58% 56% 45% 49% Name 45% 37% 52% 50% 40% 44% Interests / hobbies 36% 33% 39% 39% 35% 36% Past purchases 30% 27% 33% 26% 30% 33% Cell phone number 26% 23% 29% 37% 20% 22% Home address 25% 22% 28% 25% 21% 29% My location 24% 25% 23% 23% 25% 23% Income 10% 13% 7% 8% 13% 9% Web browsing history 10% 12% 7% 12% 11% 6% Social media contacts 12% 14% 9% 12% 11% 11% Information about friends Trendera6% 7% 5% 8% 6% 3% Social security number 3% 5% 1% 4% 4% 1%
Showtime219 THE TRENDERA FILES: THE FUTURE OF
OWNERSHIP VS. ACCESS
Would you rather rent or own the following: Summary - Own
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Clothes 98% 98% 98% 98% 98% 99%
Beauty products 96% 93% 98% 93% 96% 99%
Furniture 96% 95% 96% 96% 94% 98%
Technology 95% 94% 96% 95% 93% 98%
Appliances 94% 93% 95% 94% 93% 96%
Car 93% 94% 93% 89% 96% 96%
Luxury goods 85% 85% 84% 80% 86% 88%
House 84% 84% 84% 80% 86% 85% Trendera
Showtime220 STATISTICS: 13-50
OWNERSHIP VS. ACCESS Would you rather rent or own the following: Summary - Own
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Clothes 98% 97% 98% 99% 97% 98%
Beauty products 94% 92% 97% 91% 93% 99%
Furniture 95% 94% 96% 95% 94% 97%
Technology 95% 95% 94% 95% 93% 96%
Appliances 93% 93% 94% 92% 93% 95%
Car 89% 89% 89% 88% 88% 91%
Luxury goods 84% 85% 84% 84% 85% 84%
House 85% 87% 84% 83% 85% 87% Trendera
Showtime221 THE TRENDERA FILES: THE FUTURE OF
OWNERSHIP VS. ACCESS Would you rather rent or own the following: Summary - Rent
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
House 16% 16% 16% 20% 14% 15%
Luxury goods 15% 15% 16% 20% 14% 12%
Car 7% 6% 7% 11% 4% 4%
Appliances 6% 7% 5% 6% 7% 4%
Technology 5% 6% 4% 5% 7% 2%
Furniture 4% 5% 4% 4% 6% 2%
Beauty products 4% 7% 2% 7% 4% 1%
Clothes 2% 2% 2% 2% 2% 1% Trendera
Showtime222 STATISTICS: 13-50
OWNERSHIP VS. ACCESS Would you rather rent or own the following: Summary - Rent
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
House 15% 13% 16% 17% 15% 13%
Luxury goods 16% 15% 16% 16% 15% 16%
Car 11% 11% 11% 12% 12% 9%
Appliances 7% 7% 6% 8% 7% 5%
Technology 5% 5% 6% 5% 7% 4%
Furniture 5% 6% 4% 5% 6% 3%
Beauty products 6% 8% 3% 9% 7% 1%
Clothes 2% 3% 2% 1% 3% 2% Trendera
Showtime223 THE TRENDERA FILES: THE FUTURE OF
HOW MUCH THEY HAVE IN SAVINGS Approximately how much money do you have in savings right now? (Select one)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
$0 11% 9% 12% 18% 7% 8%
$1 - $999 27% 23% 31% 38% 20% 23%
$1,000 - $4,999 17% 15% 20% 16% 17% 20%
$5,000 - $9,999 10% 9% 11% 9% 12% 8%
$10,000 - $19,999 7% 9% 5% 5% 8% 8%
$20,000 - $49,999 9% 11% 7% 6% 12% 9%
$50,000 - $74,999 5% 5% 5% 1% 8% 4%
$75,000 - $99,999 5% 6% 4% 1% 7% 6% $100,000+ Trendera8% 13% 4% 3% 9% 12%
Showtime224 STATISTICS: 13-50
HOW MUCH THEY HAVE IN SAVINGS Approximately how much money do you have in savings right now? (Select one)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
$0 12% 9% 15% 20% 8% 9%
$1 - $999 23% 20% 27% 40% 17% 14%
$1,000 - $4,999 14% 15% 13% 12% 10% 20%
$5,000 - $9,999 9% 8% 10% 6% 13% 9%
$10,000 - $19,999 9% 8% 10% 6% 11% 9%
$20,000 - $49,999 8% 7% 8% 4% 11% 7%
$50,000 - $74,999 6% 7% 4% 2% 10% 5%
$75,000 - $99,999 6% 10% 2% 3% 8% 6% $100,000+ Trendera12% 14% 9% 3% 12% 20%
Showtime225 THE TRENDERA FILES: THE FUTURE OF
FAVORITE ACTORS Who, if anyone, would you consider your favorite actor today? (Select up to two)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Dwayne "The Dwayne "The Dwayne "The Leonardo Dwayne "The Johnny Depp Rock" Johnson Rock" Johnson Rock" Johnson DiCaprio Rock" Johnson Leonardo Dwayne "The Dwayne "The Matthew Johnny Depp Johnny Depp DiCaprio Rock" Johnson Rock" Johnson McConaughey Leonardo Johnny Depp Ryan Reynolds Kevin Hart Johnny Depp Ryan Reynolds DiCaprio Matthew Leonardo Kevin Hart Will Ferrell Will Ferrell Will Ferrell McConaughey DiCaprio Leonardo Ryan Reynolds Kevin Hart Ryan Reynolds Chris Pratt Johnny Depp DiCaprio Trendera
Showtime226 STATISTICS: 13-50
FAVORITE ACTORS Who, if anyone, would you consider your favorite actor today? (Select up to two)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Dwayne "The Dwayne "The Dwayne "The Dwayne "The Dwayne "The Johnny Depp Rock" Johnson Rock" Johnson Rock" Johnson Rock" Johnson Rock" Johnson Leonardo Leonardo Dwayne "The Johnny Depp Johnny Depp Kevin Hart DiCaprio DiCaprio Rock" Johnson Leonardo Leonardo Johnny Depp Kevin Hart Johnny Depp George Clooney DiCaprio DiCaprio Leonardo Kevin Hart Kevin Hart Johnny Depp Will Ferrell Idris Elba DiCaprio
Chris Pratt Chris Pratt Will Ferrell Chris Pratt Chris Pratt Matt Damon Trendera
Showtime227 THE TRENDERA FILES: THE FUTURE OF
FAVORITE ACTRESSES Who, if anyone, would you consider your favorite actress today? (Select up to two)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Jennifer Lawrence Jennifer Lawrence Jennifer Lawrence Jennifer Lawrence Jennifer Lawrence Sandra Bullock
Jennifer Aniston Jennifer Aniston Jennifer Aniston Emma Stone Sandra Bullock Jennifer Aniston
Sandra Bullock Sandra Bullock Sandra Bullock Angelina Jolie Jennifer Aniston Jennifer Lawrence
Emma Stone Emma Stone Emma Stone Jennifer Aniston Angelina Jolie Emma Stone
Reese Reese Angelina Jolie Angelina Jolie Anna Kendrick Emma Stone Witherspoon Witherspoon Trendera
Showtime228 STATISTICS: 13-50
FAVORITE ACTRESSES Who, if anyone, would you consider your favorite actress today? (Select up to two)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Jennifer Lawrence Jennifer Lawrence Jennifer Lawrence Jennifer Lawrence Jennifer Aniston Sandra Bullock
Jennifer Aniston Emma Stone Sandra Bullock Emma Stone Jennifer Lawrence Jennifer Lawrence
Reese Sandra Bullock Jennifer Aniston Jennifer Aniston Sofia Vergara Angelina Jolie Witherspoon
Emma Stone Sandra Bullock Tina Fey Angelina Jolie Sandra Bullock Jennifer Aniston
Reese Tina Fey Sofia Vergara Jennifer Aniston Kate Hudson Tina Fey Witherspoon Trendera
Showtime229 THE TRENDERA FILES: THE FUTURE OF
FAVORITE INFLUENCERS Who, if anyone, would you consider your favorite “influencer” today? (Select up to two)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Selena Gomez Selena Gomez Selena Gomez Selena Gomez Selena Gomez Selena Gomez
The Weeknd DJ Khaled Chrissy Tiegen The Weeknd Gwyneth Paltrow Gwyneth Paltrow
Gwyneth Paltrow The Weeknd Gwyneth Paltrow DJ Khaled Chrissy Tiegen Russell Westbrook
Chrissy Tiegen Russell Westbrook The Weeknd Chrissy Tiegen Jaden Smith Chrissy Tiegen
DJ Khaled Jaden Smith Lauren Conrad Kim Kardashian Lauren Conrad The Weeknd Trendera
Showtime230 STATISTICS: 13-50
FAVORITE INFLUENCERS Who, if anyone, would you consider your favorite “influencer” today? (Select up to two)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Selena Gomez Selena Gomez Selena Gomez Selena Gomez Selena Gomez Selena Gomez
DJ Khaled DJ Khaled Chrissy Tiegen DJ Khaled Chrissy Tiegen Gwyneth Paltrow
Chrissy Tiegen Kanye West Gwyneth Paltrow The Weeknd The Weeknd Chrissy Tiegen
The Weeknd The Weeknd Lauren Conrad Kylie Jenner Lauren Conrad DJ Khaled
Gwyneth Paltrow Russell Westbrook DJ Khaled Jaden Smith Gwyneth Paltrow Russell Westbrook Trendera
Showtime231 THE TRENDERA FILES: THE FUTURE OF
STATEMENTS ON ENTERTAINMENT Which, if any, of the following statements do you agree with? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50 I rarely buy movies, TV shows, and 32% 29% 35% 41% 26% 29% music I will wait until there are several episodes of a TV show available so 32% 25% 38% 39% 32% 25% I can binge watch them I prefer watching TV shows with 32% 31% 32% 28% 39% 28% others Finding a movie or TV show online 30% 35% 26% 41% 26% 24% for free isn't wrong, it's smart I rarely watch Live TV 30% 25% 35% 41% 26% 22% I prefer watching TV shows alone, but enjoy talking about them with 28% 28% 28% 36% 27% 21% others later I'd usually rather watch a TV show 27% 25% 30% 28% 29% 25% than a movie You can always find something to watch online for free, so why pay 23% 23% 23% 32% 19% 19% for it? I prefer to watch movies on my 9% 10% 8% 14% 9% 4% phone than on my TV I wish I had a laptop so that I couldTrendera 8% 12% 5% 14% 8% 3% watch more stuff on my own I would watch more live TV if it 8% 9% 7% 14% 6% 5% had a social media element
Showtime232 STATISTICS: 13-50
STATEMENTS ON ENTERTAINMENT Which, if any, of the following statements do you agree with? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50 I rarely buy movies, TV shows, and 32% 28% 37% 36% 29% 32% music I will wait until there are several episodes of a TV show available so 31% 25% 36% 38% 33% 22% I can binge watch them I prefer watching TV shows with 26% 27% 24% 29% 27% 20% others Finding a movie or TV show online 29% 28% 30% 45% 22% 20% for free isn't wrong, it's smart I rarely watch Live TV 25% 22% 29% 30% 24% 22% I prefer watching TV shows alone, but enjoy talking about them with 32% 27% 36% 39% 24% 31% others later I'd usually rather watch a TV show 28% 19% 37% 31% 29% 25% than a movie You can always find something to watch online for free, so why pay 28% 26% 30% 32% 29% 22% for it? I prefer to watch movies on my 10% 11% 9% 19% 7% 4% phone than on my TV I wish I had a laptop so that I couldTrendera 8% 10% 6% 16% 5% 3% watch more stuff on my own I would watch more live TV if it 9% 11% 7% 10% 11% 6% had a social media element
Showtime233 THE TRENDERA FILES: THE FUTURE OF
HOW OFTEN THEY GO TO THE MOVIES How often do you go to see movies in theaters? (Select one)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Every day 3% 4% 2% 1% 5% 2%
Multiple times per week 3% 5% 1% 3% 4% 1%
Once per week 6% 8% 4% 3% 9% 5%
Multiple times per month 13% 16% 9% 12% 17% 9%
Once per month 20% 22% 17% 14% 20% 26%
Every few months 19% 14% 23% 24% 17% 15%
A few times a year 17% 15% 20% 19% 17% 17%
Hardly ever 15% 12% 18% 17% 9% 18% Never Trendera6% 5% 6% 7% 2% 7%
Showtime234 STATISTICS: 13-50
HOW OFTEN THEY GO TO THE MOVIES How often do you go to see movies in theaters? (Select one)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Every day 2% 4% 1% 0% 4% 2%
Multiple times per week 4% 7% 2% 3% 8% 1%
Once per week 5% 7% 3% 3% 7% 4%
Multiple times per month 17% 19% 16% 20% 21% 11%
Once per month 18% 15% 22% 19% 15% 22%
Every few months 19% 17% 21% 24% 15% 20%
A few times a year 16% 15% 16% 15% 13% 19%
Hardly ever 15% 12% 18% 14% 14% 16% Never Trendera3% 4% 2% 2% 2% 4%
Showtime235 THE TRENDERA FILES: THE FUTURE OF
WHY THEY DON’T GO TO THE MOVIES MORE OFTEN
Which, if any, of the following are reasons you don’t see movies in theaters more often? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Too expensive 50% 42% 59% 51% 45% 55%
I don't have time 28% 27% 29% 35% 26% 23% I know it will always be available to 25% 26% 24% 33% 21% 21% watch later Most movies today don't interest 24% 22% 26% 22% 24% 25% me I prefer to watch movies at home 22% 22% 23% 22% 23% 22%
It's too crowded 12% 13% 11% 14% 13% 9%
I can find it online for free 8% 8% 8% 13% 8% 3%
It doesn't feel safe 6% 5% 7% 6% 8% 5%
Parking 6% 6% 5% 6% 5% 5% My friends don't like to go to Trendera5% 5% 5% 9% 4% 2% movies There are too many trailers 5% 6% 4% 5% 6% 3%
Can't be on my phone 4% 4% 3% 5% 4% 1%
Showtime236 STATISTICS: 13-50
WHY THEY DON’T GO TO THE MOVIES MORE OFTEN
Which, if any, of the following are reasons you don’t see movies in theaters more often? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Too expensive 50% 46% 54% 52% 47% 51%
I don't have time 31% 29% 33% 36% 32% 25% I know it will always be available to 21% 21% 22% 28% 18% 18% watch later Most movies today don't interest 25% 25% 25% 22% 21% 32% me I prefer to watch movies at home 22% 19% 25% 22% 20% 25%
It's too crowded 15% 16% 13% 15% 19% 10%
I can find it online for free 9% 9% 9% 17% 6% 4%
It doesn't feel safe 5% 4% 6% 6% 6% 3%
Parking 7% 10% 4% 8% 9% 4% My friends don't like to go to Trendera5% 6% 4% 6% 4% 4% movies There are too many trailers 6% 8% 5% 5% 10% 3%
Can't be on my phone 4% 5% 3% 5% 5% 0%
Showtime237 THE TRENDERA FILES: THE FUTURE OF
WHAT WOULD MAKE THEM GO TO THE MOVIES
What would make you more likely to see a movie in theaters? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Less expensive 54% 47% 60% 59% 47% 54%
Discounts/deals 43% 37% 49% 43% 39% 47%
Comfortable seating 37% 36% 38% 45% 34% 31%
Better movies 33% 33% 33% 36% 29% 34%
In-seat food service 21% 21% 20% 26% 22% 14%
Alcohol 17% 17% 18% 13% 20% 17%
Gourmet food 15% 16% 14% 20% 15% 10%
3D 13% 16% 9% 18% 7% 12%
Healthier snacks 12% 11% 12% 16% 12% 7% A subscription based model Trendera11% 11% 10% 15% 13% 5% service like Netflix Child care 10% 8% 13% 7% 17% 6%
Simulated seating 10% 12% 8% 16% 7% 7%
Assigned seating 9% 10% 8% 10% 11% 6% If texting was permitted during 4% 4% 4% 8% 3% 0% the film
Showtime238 STATISTICS: 13-50
WHAT WOULD MAKE THEM GO TO THE MOVIES
What would make you more likely to see a movie in theaters? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Less expensive 57% 52% 62% 66% 51% 54%
Discounts/deals 45% 38% 52% 49% 41% 45%
Comfortable seating 35% 32% 38% 43% 34% 29%
Better movies 35% 37% 34% 40% 30% 36%
In-seat food service 18% 18% 19% 23% 20% 13%
Alcohol 15% 15% 14% 13% 19% 11%
Gourmet food 14% 16% 13% 15% 16% 12%
3D 15% 18% 12% 21% 16% 9%
Healthier snacks 12% 12% 12% 11% 11% 13% A subscription based model Trendera14% 15% 12% 15% 17% 8% service like Netflix Child care 8% 5% 10% 8% 11% 5%
Simulated seating 8% 11% 5% 12% 5% 7%
Assigned seating 11% 12% 10% 12% 12% 9% If texting was permitted during 5% 5% 4% 11% 3% 0% the film
Showtime239 THE TRENDERA FILES: THE FUTURE OF
FAVORITE REALITY TV SHOWS What are some of your favorite reality TV shows right now? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50 America's Got America's Got America's Got The Voice Shark Tank The Voice Talent Talent Talent America's Got America's Got The Voice Shark Tank The Voice The Voice Talent Talent
Shark Tank Pawn Stars Fixer Upper Shark Tank Hell's Kitchen American Pickers
Diners, Drive-Ins, Hell's Kitchen Hell's Kitchen Teen Mom The X Factor Teen Mom and Dives
Fixer Upper The Voice Chopped Lip Sync Battle Fixer Upper Hell's Kitchen Trendera
Showtime240 STATISTICS: 13-50
FAVORITE REALITY TV SHOWS What are some of your favorite reality TV shows right now? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50 America's Got America's Got America's Got Shark Tank The Voice Shark Tank Talent Talent Talent America's Got America's Got America's Got The Voice The Voice The Voice Talent Talent Talent Dancing with the Shark Tank Hell's Kitchen Hell's Kitchen Hell's Kitchen Top Chef Stars Diners, Drive-Ins, Diners, Drive-Ins, Dancing with the Hell's Kitchen The Voice Shark Tank Dives Dives Stars
Top Chef The X Factor Top Chef American Idol Shark Tank The Voice Trendera
Showtime241 THE TRENDERA FILES: THE FUTURE OF
FAVORITE SCRIPTED TV SHOWS What are some of your favorite scripted TV shows right now? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50 The Big Bang The Big Bang The Walking Dead The Walking Dead 13 Reasons Why Game of Thrones Theory Theory The Big Bang Family Guy 13 Reasons Why The Walking Dead The Walking Dead The Walking Dead Theory The Big Bang Game of Thrones The Walking Dead Family Guy Stranger Things Modern Family Theory The Big Bang Stranger Things The Simpsons This Is Us Bob's Burgers NCIS Theory
Family Guy Game of Thrones Stranger Things Stranger Things Family Guy Game of Thrones Trendera
Showtime242 STATISTICS: 13-50
FAVORITE SCRIPTED TV SHOWS What are some of your favorite scripted TV shows right now? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
The Walking Dead The Walking Dead Stranger Things 13 Reasons Why Game of Thrones Game of Thrones
Law & Order: Law & Order: Game of Thrones Game of Thrones The Walking Dead The Walking Dead SVU SVU The Big Bang The Big Bang The Big Bang The Big Bang The Simpsons Stranger Things Theory Theory Theory Theory The Big Bang Stranger Things The Simpsons The Walking Dead The Walking Dead Modern Family Theory Law & Order: Family Guy Grey's Anatomy Stranger Things Family Guy NCIS SVU Trendera
Showtime243 THE TRENDERA FILES: THE FUTURE OF
HOW THEY FEEL ABOUT THE NEWS Which, if any, of the following statements best describes your feelings about the news? (Select one)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50 It's important for me to stay on 34% 35% 33% 23% 33% 46% top of the news Any news worth knowing will find 23% 22% 25% 30% 26% 15% me I actively avoid the news; it's too 19% 16% 22% 20% 19% 19% depressing Most of the news today is fake 15% 18% 12% 16% 18% 11% news
Trendera
Showtime244 STATISTICS: 13-50
HOW THEY FEEL ABOUT THE NEWS Which, if any, of the following statements best describes your feelings about the news? (Select one)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50 It's important for me to stay on 35% 32% 37% 20% 36% 49% top of the news Any news worth knowing will find 25% 29% 21% 29% 23% 21% me I actively avoid the news; it's too 20% 18% 22% 24% 19% 17% depressing Most of the news today is fake 14% 16% 12% 18% 16% 10% news
Trendera
Showtime245 THE TRENDERA FILES: THE FUTURE OF
WHERE THEY GET THEIR INFORMATION I get most of my news and information about what’s going on from... (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Facebook 43% 37% 49% 43% 49% 38%
Friends / family 40% 34% 46% 49% 41% 30%
Local TV news 37% 33% 41% 29% 36% 47%
National TV news 27% 31% 24% 20% 25% 36%
Radio 21% 22% 20% 22% 24% 16%
YouTube 18% 23% 14% 28% 15% 12%
News websites 18% 18% 17% 13% 21% 19%
Instagram 15% 19% 12% 20% 19% 6%
Twitter 14% 15% 13% 15% 15% 13% News apps Trendera12% 12% 11% 13% 15% 7%
Showtime246 STATISTICS: 13-50
WHERE THEY GET THEIR INFORMATION I get most of my news and information about what’s going on from... (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Facebook 42% 40% 44% 38% 51% 36%
Friends / family 35% 32% 38% 45% 35% 25%
Local TV news 44% 42% 45% 37% 39% 55%
National TV news 33% 36% 30% 28% 28% 42%
Radio 18% 19% 17% 20% 18% 16%
YouTube 22% 28% 16% 33% 22% 10%
News websites 19% 20% 19% 13% 18% 27%
Instagram 20% 19% 20% 29% 20% 9%
Twitter 16% 19% 13% 17% 17% 14% News apps Trendera15% 15% 15% 18% 16% 11%
Showtime247 THE TRENDERASTATISTICS: FILES: THE13-50 FUTURE OF
WHERE THEY GET THEIR INFORMATION I get most of my news and information about what’s going on from... (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Newspapers (print) 11% 13% 9% 6% 12% 14%
Snapchat 10% 11% 8% 22% 3% 4% Lifestyle websites (BuzzFeed, 7% 6% 8% 11% 7% 3% Refinery 29, etc.) Apple News 7% 8% 6% 7% 11% 2%
Reddit 6% 9% 4% 7% 9% 3% Satirical news shows (The Daily 6% 6% 7% 8% 7% 3% Show, Last Week Tonight) NPR 6% 9% 3% 2% 8% 8%
Podcasts 5% 7% 3% 6% 5% 3% Newsletters Trendera5% 5% 5% 4% 9% 1%
Showtime248 STATISTICS: 13-50
WHERE THEY GET THEIR INFORMATION I get most of my news and information about what’s going on from... (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Newspapers (print) 10% 13% 7% 8% 8% 15%
Snapchat 12% 11% 13% 24% 9% 3% Lifestyle websites (BuzzFeed, 6% 4% 7% 7% 8% 2% Refinery 29, etc.) Apple News 9% 12% 7% 12% 10% 6%
Reddit 5% 8% 2% 6% 7% 2% Satirical news shows (The Daily 8% 8% 9% 8% 10% 7% Show, Last Week Tonight) NPR 8% 7% 8% 4% 7% 11%
Podcasts 4% 5% 4% 3% 6% 3% Newsletters Trendera2% 3% 2% 2% 4% 1%
Showtime249 THE TRENDERA FILES: THE FUTURE OF
STATEMENTS ON CABLE / SATELLITE TV Which of the following statements about cable / satellite TV best applies to you? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50 I have cable / satellite TV and plan 55% 55% 54% 49% 53% 62% on keeping it in the future I have cancelled cable / satellite TV subscription and don't plan on 16% 13% 19% 15% 17% 17% getting it again in the future I have cable / satellite TV but plan 15% 17% 13% 10% 20% 15% on getting rid of it in the future I have never had a cable / satellite TV subscription and don't plan on 7% 5% 8% 12% 6% 1% getting it in the future I have cancelled cable / satellite TV subscription but plan on 5% 6% 5% 8% 3% 5% getting it again in the future I have never had a cable / satellite TV subscription but plan on 3% 4% 2% 6% 1% 0% getting it in the future Trendera
Showtime250 STATISTICS: 13-50
STATEMENTS ON CABLE / SATELLITE TV Which of the following statements about cable / satellite TV best applies to you? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50 I have cable / satellite TV and plan 59% 56% 62% 58% 59% 60% on keeping it in the future I have cancelled cable / satellite TV subscription and don't plan on 12% 11% 13% 10% 13% 12% getting it again in the future I have cable / satellite TV but plan 14% 15% 13% 12% 14% 17% on getting rid of it in the future I have never had a cable / satellite TV subscription and don't plan on 7% 8% 6% 9% 7% 4% getting it in the future I have cancelled cable / satellite TV subscription but plan on 6% 8% 4% 7% 5% 6% getting it again in the future I have never had a cable / satellite TV subscription but plan on 2% 3% 1% 3% 2% 0% getting it in the future Trendera
Showtime251 THE TRENDERA FILES: THE FUTURE OF
DEVICES THEY OWN How many of each of the following devices do you currently have in your home: Mean Summary (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
TVs 2.5 2.5 2.6 2.6 2.4 2.6
Smartphones 2.4 2.4 2.4 3.0 2.0 2.1
Video game consoles 1.8 1.9 1.7 2.1 1.8 1.5
Laptop computers 1.6 1.6 1.6 1.6 1.6 1.5
Tablets 1.5 1.4 1.6 1.5 1.6 1.5
Desktop computers 0.9 1.0 0.8 0.8 1.1 0.8
Smartwatches 0.5 0.6 0.3 0.4 0.7 0.3
Virtual assistants (Amazon Echo) 0.4 0.5 0.3 0.3 0.6 0.3 Trendera
Showtime252 STATISTICS: 13-50
DEVICES THEY OWN How many of each of the following devices do you currently have in your home: Mean Summary (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
TVs 2.4 2.4 2.4 2.5 2.4 2.2
Smartphones 2.4 2.3 2.5 3.1 2.2 1.9
Video game consoles 1.4 1.6 1.2 1.6 1.7 1.0
Laptop computers 1.6 1.6 1.6 1.8 1.6 1.4
Tablets 1.4 1.4 1.4 1.4 1.5 1.3
Desktop computers 1.0 1.2 0.7 1.1 1.0 0.8
Smartwatches 0.4 0.5 0.3 0.4 0.6 0.2
Virtual assistants (Amazon Echo) 0.4 0.4 0.3 0.3 0.6 0.3 Trendera
Showtime253 THE TRENDERA FILES: THE FUTURE OF
STATEMENTS ON TECHNOLOGY AND SOCIAL MEDIA
Which, if any, of the following statements on technology and social media do you agree with? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50 Social media doesn't show real 37% 34% 39% 35% 37% 39% life Social media helps me truly 32% 29% 36% 37% 35% 25% connect with others Technology is becoming too 31% 25% 37% 28% 28% 37% invasive I think social media and texting has made it harder to get close to 29% 28% 30% 26% 29% 32% people The pros of social media outweigh 24% 27% 21% 28% 22% 23% the cons I'm uncomfortable with the amount of information social 20% 20% 20% 20% 17% 23% media companies have about me I wish I could go off the grid but 19% 16% 22% 23% 16% 19% it isn't possible for me I feel pressure to look a certain 17% 12% 23% 24% 18% 10% way online Technology makes my life moreTrendera 14% 13% 16% 17% 15% 11% complicated Social media adds a lot of stress 9% 8% 11% 12% 7% 9% to my life
Showtime254 STATISTICS: 13-50
STATEMENTS ON TECHNOLOGY AND SOCIAL MEDIA
Which, if any, of the following statements on technology and social media do you agree with? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50 Social media doesn't show real 36% 30% 43% 35% 42% 32% life Social media helps me truly 33% 33% 34% 39% 31% 30% connect with others Technology is becoming too 31% 31% 32% 28% 32% 35% invasive I think social media and texting has made it harder to get close to 24% 20% 28% 24% 26% 23% people The pros of social media outweigh 23% 21% 24% 20% 27% 21% the cons I'm uncomfortable with the amount of information social 21% 20% 22% 22% 24% 17% media companies have about me I wish I could go off the grid but 16% 14% 19% 16% 20% 14% it isn't possible for me I feel pressure to look a certain 17% 13% 21% 24% 18% 8% way online Technology makes my life moreTrendera 16% 15% 17% 18% 17% 13% complicated Social media adds a lot of stress 15% 12% 18% 18% 18% 10% to my life
Showtime255 THE TRENDERA FILES: THE FUTURE OF
DIGITAL DETOX
Which of the following describes your feelings about taking a digital detox (i.e. deactivating social media and going without internet for awhile)? (Select one)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50 I'd like to, but I'd miss out on too 28% 26% 31% 29% 33% 23% much I'd like to, but I have too many 28% 24% 31% 26% 26% 31% responsibilities that require it I'd love to, I wish it had never 20% 22% 19% 18% 22% 21% been invented Why would I ever want to detox? 19% 23% 15% 21% 16% 20% I'd miss it too much Trendera
Showtime256 STATISTICS: 13-50
DIGITAL DETOX
Which of the following describes your feelings about taking a digital detox (i.e. deactivating social media and going without internet for awhile)? (Select one)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50 I'd like to, but I'd miss out on too 29% 29% 28% 26% 35% 25% much I'd like to, but I have too many 27% 23% 30% 28% 28% 25% responsibilities that require it I'd love to, I wish it had never 20% 22% 19% 20% 21% 20% been invented Why would I ever want to detox? 18% 22% 15% 22% 13% 21% I'd miss it too much Trendera
Showtime257 THE TRENDERA FILES: THE FUTURE OF
EMERGING TECHNOLOGY
Which, if any, of the following emerging technologies are you excited about? (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Waterproof smartphones 43% 36% 51% 52% 43% 35% Virtual reality 32% 39% 24% 40% 30% 26% Self-driving cars 29% 29% 30% 37% 33% 19% Flying cars 25% 25% 24% 35% 19% 22% Drone deliveries 22% 28% 16% 27% 20% 19% Personal robots 21% 26% 15% 27% 20% 15% Artificial intelligence 19% 27% 11% 22% 18% 17% Curved-screen smartphones 16% 18% 14% 21% 16% 10% Augmented reality 13% 19% 7% 16% 13% 10% Commercial rocket travel 12% 17% 7% 15% 12% 10% Optogenetics (using light and 12% 13% 12% 20% 12% 5% color to study the brain) A robotic workforce Trendera8% 13% 4% 10% 10% 4% Cryptocurrency (Bitcoin) 8% 12% 4% 10% 10% 4% Nanosensors 8% 12% 4% 10% 9% 4% The Hyperloop 7% 10% 4% 8% 6% 7%
Showtime258 STATISTICS: 13-50
EMERGING TECHNOLOGY
Which, if any, of the following emerging technologies are you excited about? (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Waterproof smartphones 45% 37% 53% 56% 48% 31% Virtual reality 35% 40% 29% 44% 33% 27% Self-driving cars 39% 43% 36% 48% 35% 35% Flying cars 33% 36% 30% 45% 28% 26% Drone deliveries 24% 29% 20% 30% 23% 19% Personal robots 21% 27% 16% 29% 19% 16% Artificial intelligence 22% 31% 13% 22% 21% 22% Curved screen smartphones 19% 23% 15% 30% 15% 12% Augmented reality 14% 21% 7% 20% 14% 8% Commercial rocket travel 12% 16% 8% 15% 12% 10% Optogenetics (using light and 15% 15% 14% 22% 11% 11% color to study the brain) A robotic workforce Trendera9% 13% 5% 11% 9% 7% Cryptocurrency (Bitcoin) 9% 16% 3% 14% 10% 4% Nanosensors 9% 14% 4% 11% 9% 7% The Hyperloop 10% 16% 5% 12% 9% 10%
Showtime259 THE TRENDERA FILES: THE FUTURE OF
SOCIAL MEDIA ACCOUNTS
Statements about platforms: I have an account (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Facebook 79% 70% 88% 73% 80% 85% YouTube 61% 66% 55% 78% 56% 48% Instagram 53% 44% 62% 67% 50% 42% Twitter 45% 47% 44% 41% 50% 45% Snapchat 44% 38% 50% 73% 37% 22%
Trendera
Showtime260 STATISTICS: 13-50
SOCIAL MEDIA ACCOUNTS
Statements about platforms: I have an account (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Facebook 78% 76% 80% 72% 82% 80% YouTube 65% 68% 63% 79% 68% 49% Instagram 59% 52% 66% 67% 64% 45% Twitter 50% 53% 48% 50% 49% 52% Snapchat 43% 38% 48% 62% 44% 23%
Trendera
Showtime261 THE TRENDERA FILES: THE FUTURE OF
STATEMENTS ON SNAPCHAT
For each of the following platforms, please check the statements that apply to you: Snapchat (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
I have an account 44% 38% 50% 73% 37% 22% Getting more popular among 29% 24% 35% 47% 28% 12% people my age I check this every day 28% 22% 34% 50% 24% 10% Feels fake 22% 26% 19% 21% 20% 26% I use this more than I used to 19% 15% 24% 30% 18% 10% Shows the real me 18% 15% 21% 34% 16% 4% I use this less than I used to 12% 15% 9% 18% 11% 7% I follow / interact with brands 12% 11% 12% 20% 12% 3% here Getting less popular among 9% 11% 7% 6% 12% 10% people my age Trendera
Showtime262 STATISTICS: 13-50
STATEMENTS ON SNAPCHAT
For each of the following platforms, please check the statements that apply to you: Snapchat (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
I have an account 43% 38% 48% 62% 44% 23% Getting more popular among 34% 31% 36% 56% 30% 15% people my age I check this every day 31% 25% 38% 50% 34% 10% Feels fake 22% 23% 21% 21% 25% 19% I use this more than I used to 22% 17% 26% 40% 20% 5% Shows the real me 20% 17% 23% 36% 20% 5% I use this less than I used to 11% 12% 11% 12% 14% 8% I follow / interact with brands 10% 12% 8% 16% 10% 5% here Getting less popular among 9% 10% 8% 4% 12% 10% people my age Trendera
Showtime263 THE TRENDERA FILES: THE FUTURE OF
STATEMENTS ON INSTAGRAM
For each of the following platforms, please check the statements that apply to you: Instagram (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
I have an account 53% 44% 62% 67% 50% 42% I check this every day 35% 31% 40% 45% 37% 24% Getting more popular among 30% 28% 32% 40% 31% 20% people my age I follow / interact with brands 26% 23% 30% 38% 27% 14% here Feels fake 25% 28% 22% 28% 25% 21% I use this more than I used to 21% 17% 25% 30% 20% 13% Shows the real me 20% 17% 22% 26% 22% 11% I use this less than I used to 16% 14% 19% 21% 16% 12% Getting less popular among 8% 9% 6% 8% 9% 6% people my age Trendera
Showtime264 STATISTICS: 13-50
STATEMENTS ON INSTAGRAM
For each of the following platforms, please check the statements that apply to you: Instagram (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
I have an account 59% 52% 66% 67% 64% 45% I check this every day 44% 38% 50% 50% 54% 30% Getting more popular among 36% 35% 38% 48% 37% 24% people my age I follow / interact with brands 32% 26% 37% 42% 35% 18% here Feels fake 23% 21% 25% 29% 23% 16% I use this more than I used to 30% 27% 32% 36% 33% 20% Shows the real me 24% 22% 27% 30% 29% 14% I use this less than I used to 15% 14% 15% 16% 17% 11% Getting less popular among 6% 8% 3% 5% 5% 6% people my age Trendera
Showtime265 THE TRENDERA FILES: THE FUTURE OF
STATEMENTS ON YOUTUBE
For each of the following platforms, please check the statements that apply to you: YouTube (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
I have an account 61% 66% 55% 78% 56% 48% I check this every day 36% 45% 27% 52% 30% 26% I use this more than I used to 28% 32% 24% 38% 24% 22% Getting more popular among 19% 22% 16% 27% 17% 12% people my age I follow / interact with brands 17% 24% 11% 24% 17% 11% here I use this less than I used to 15% 14% 16% 19% 13% 13% Shows the real me 12% 15% 9% 18% 11% 7% Feels fake 9% 11% 8% 11% 11% 6% Getting less popular among 7% 6% 8% 11% 5% 5% people my age Trendera
Showtime266 STATISTICS: 13-50
STATEMENTS ON YOUTUBE
For each of the following platforms, please check the statements that apply to you: YouTube (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
I have an account 65% 68% 63% 79% 68% 49% I check this every day 39% 50% 28% 51% 39% 27% I use this more than I used to 34% 39% 28% 45% 30% 26% Getting more popular among 17% 23% 12% 24% 16% 12% people my age I follow / interact with brands 18% 21% 15% 26% 18% 10% here I use this less than I used to 13% 12% 14% 11% 17% 10% Shows the real me 14% 19% 9% 18% 16% 8% Feels fake 9% 7% 10% 11% 8% 6% Getting less popular among 8% 8% 9% 11% 9% 5% people my age Trendera
Showtime267 THE TRENDERA FILES: THE FUTURE OF
STATEMENTS ON FACEBOOK
For each of the following platforms, please check the statements that apply to you: Facebook (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
I have an account 79% 70% 88% 73% 80% 85% I check this every day 62% 50% 75% 52% 62% 73% I use this more than I used to 36% 29% 42% 32% 37% 37% I follow / interact with brands 34% 29% 38% 26% 37% 38% here Shows the real me 30% 27% 34% 30% 33% 28% Feels fake 25% 25% 25% 24% 23% 27% Getting less popular among 24% 22% 26% 37% 20% 16% people my age Getting more popular among 24% 27% 21% 20% 26% 26% people my age I use this less than I used to 23% 24% 21% 27% 21% 20% Trendera
Showtime268 STATISTICS: 13-50
STATEMENTS ON FACEBOOK
For each of the following platforms, please check the statements that apply to you: Facebook (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
I have an account 78% 76% 80% 72% 82% 80% I check this every day 56% 50% 62% 41% 62% 65% I use this more than I used to 31% 29% 32% 25% 33% 33% I follow / interact with brands 34% 31% 36% 28% 42% 30% here Shows the real me 28% 25% 32% 23% 36% 26% Feels fake 23% 20% 25% 24% 23% 21% Getting less popular among 32% 31% 32% 47% 31% 16% people my age Getting more popular among 22% 21% 23% 16% 25% 25% people my age I use this less than I used to 27% 25% 30% 38% 27% 17% Trendera
Showtime269 THE TRENDERA FILES: THE FUTURE OF
STATEMENTS ON TWITTER
For each of the following platforms, please check the statements that apply to you: Twitter (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
I have an account 45% 47% 44% 41% 50% 45% I check this every day 22% 28% 17% 22% 24% 21% Feels fake 19% 20% 19% 20% 19% 19% Getting more popular among 19% 21% 16% 24% 17% 15% people my age I use this less than I used to 17% 17% 18% 15% 19% 18% I follow / interact with brands 16% 18% 15% 18% 21% 10% here I use this more than I used to 14% 15% 12% 16% 12% 13% Getting less popular among 14% 13% 14% 17% 18% 5% people my age Shows the real me 11% 13% 9% 14% 13% 7% Trendera
Showtime270 STATISTICS: 13-50
STATEMENTS ON TWITTER
For each of the following platforms, please check the statements that apply to you: Twitter (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
I have an account 50% 53% 48% 50% 49% 52% I check this every day 24% 28% 20% 24% 23% 24% Feels fake 18% 19% 17% 20% 21% 12% Getting more popular among 21% 22% 19% 26% 20% 15% people my age I use this less than I used to 21% 19% 23% 25% 22% 15% I follow / interact with brands 15% 19% 11% 16% 16% 13% here I use this more than I used to 17% 21% 12% 18% 20% 13% Getting less popular among 17% 17% 17% 23% 17% 12% people my age Shows the real me 11% 15% 8% 12% 13% 8% Trendera
Showtime271 THE TRENDERA FILES: THE FUTURE OF
WHAT THEY THINK IS POPULAR
For each of the following, check if they are currently popular among you and your friends. (Select all that apply)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Cold brew 17% 19% 16% 14% 20% 18% Podcasts 17% 18% 16% 16% 20% 15% Riverdale (TV show) 16% 15% 18% 31% 11% 7% Cannabis food / drinks 15% 14% 16% 19% 17% 10% Feminism 14% 10% 18% 18% 14% 10% Gluten-free food 14% 11% 17% 10% 17% 15% Horoscopes / Astrology 13% 11% 16% 18% 12% 10% Vegan food 11% 8% 14% 12% 11% 10% Bold lips 10% 7% 12% 16% 8% 4% Crystals 6% 6% 6% 8% 9% 1% Khalid 5% 5% 6% 11% 4% 1% Scrunchies Trendera5% 3% 8% 7% 3% 5% Poke bowls 5% 6% 4% 5% 8% 1% Cat eye glasses 5% 5% 4% 6% 6% 2% TBH app 3% 5% 1% 6% 3% 0%
Showtime272 STATISTICS: 13-50
WHAT THEY THINK IS POPULAR
For each of the following, check if they are currently popular among you and your friends. (Select all that apply)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Cold brew 19% 18% 21% 12% 25% 21% Podcasts 16% 14% 18% 10% 20% 18% Riverdale (TV show) 14% 11% 16% 26% 10% 5% Cannabis food / drinks 14% 15% 13% 15% 15% 13% Feminism 15% 8% 21% 18% 16% 10% Gluten-free food 14% 12% 15% 10% 16% 15% Horoscopes / Astrology 13% 9% 16% 20% 13% 5% Vegan food 15% 12% 18% 14% 19% 12% Bold lips 10% 5% 15% 13% 12% 4% Crystals 6% 5% 7% 9% 6% 2% Khalid 6% 5% 7% 13% 5% 1% Scrunchies Trendera6% 3% 9% 10% 4% 4% Poke bowls 9% 8% 11% 6% 15% 7% Cat eye glasses 5% 5% 6% 6% 7% 2% TBH app 4% 3% 4% 8% 3% 0%
Showtime273 THE TRENDERA FILES: THE FUTURE OF
GETTING BETTER IN THE FUTURE
20 years from now (2037), do you think the following will be better, worse or the same: Summary - Better
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Technology 77% 74% 80% 80% 75% 75% Shopping experience 58% 58% 58% 60% 59% 55% Gender equality 53% 54% 52% 57% 52% 50% Entertainment 50% 51% 48% 58% 49% 42% Education 49% 51% 47% 55% 49% 43% Health and wellness 47% 47% 48% 47% 50% 45% Healthcare 42% 43% 40% 44% 42% 38% Race relations 39% 41% 37% 44% 36% 38% Marketing 39% 39% 39% 46% 40% 31% Fashion 38% 37% 39% 48% 36% 29% Financial stability 38% 37% 38% 42% 40% 30% The economy 37% 40% 34% 36% 40% 35% Work / life balance 36% 41% 32% 40% 37% 32% Immigration Trendera33% 35% 32% 39% 34% 27% The world in general 32% 36% 29% 31% 36% 30% Parenting 31% 30% 33% 39% 33% 23% Relationships 31% 30% 32% 34% 35% 25% The environment 24% 28% 20% 25% 26% 20% Government 23% 22% 23% 21% 27% 20%
Showtime274 STATISTICS: 13-50
GETTING BETTER IN THE FUTURE
20 years from now (2037), do you think the following will be better, worse or the same: Summary - Better
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Technology 78% 75% 81% 79% 76% 79% Shopping experience 62% 57% 66% 63% 65% 57% Gender equality 57% 53% 61% 62% 53% 56% Entertainment 51% 52% 50% 62% 45% 44% Education 44% 43% 45% 52% 43% 37% Health and wellness 51% 50% 51% 50% 50% 52% Healthcare 43% 46% 40% 42% 40% 46% Race relations 43% 42% 44% 45% 44% 40% Marketing 40% 40% 40% 46% 41% 33% Fashion 44% 40% 47% 52% 48% 31% Financial stability 36% 38% 34% 34% 39% 35% The economy 35% 39% 31% 36% 35% 35% Work / life balance 37% 37% 37% 40% 38% 34% Immigration Trendera36% 36% 35% 41% 33% 32% The world in general 29% 32% 25% 26% 28% 32% Parenting 32% 35% 30% 39% 32% 26% Relationships 31% 32% 29% 35% 33% 25% The environment 24% 26% 21% 24% 22% 25% Government 24% 28% 21% 25% 23% 23%
Showtime275 THE TRENDERA FILES: THE FUTURE OF
GETTING WORSE IN THE FUTURE
20 years from now (2037), do you think the following will be better, worse or the same: Summary - Worse
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
The environment 56% 51% 61% 59% 56% 54% Government 47% 48% 46% 50% 44% 48% The world in general 44% 44% 45% 48% 40% 44% Parenting 38% 38% 38% 35% 41% 38% The economy 38% 35% 40% 41% 34% 38% Immigration 36% 36% 36% 35% 33% 40% Relationships 36% 36% 35% 35% 38% 34% Healthcare 35% 33% 36% 33% 33% 39% Financial stability 32% 32% 32% 30% 31% 34% Work / life balance 32% 30% 33% 33% 34% 28% Fashion 29% 29% 30% 26% 34% 27% Race relations 28% 27% 29% 25% 33% 26% Education 27% 25% 29% 24% 29% 29% Marketing Trendera27% 26% 28% 20% 27% 33% Health and wellness 26% 27% 26% 27% 25% 26% Entertainment 23% 23% 23% 18% 24% 27% Gender equality 21% 22% 20% 22% 21% 19% Shopping experience 14% 14% 14% 12% 16% 14% Technology 12% 14% 9% 12% 13% 9%
Showtime276 STATISTICS: 13-50
GETTING WORSE IN THE FUTURE
20 years from now (2037), do you think the following will be better, worse or the same: Summary - Worse
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
The environment 55% 52% 57% 58% 50% 56% Government 47% 46% 49% 50% 43% 50% The world in general 43% 42% 44% 46% 40% 44% Parenting 33% 34% 32% 25% 36% 38% The economy 35% 33% 36% 39% 31% 34% Immigration 39% 40% 38% 38% 37% 43% Relationships 36% 38% 34% 35% 38% 34% Healthcare 35% 37% 34% 33% 38% 35% Financial stability 34% 34% 33% 35% 31% 35% Work / life balance 32% 35% 29% 31% 29% 36% Fashion 24% 29% 20% 20% 24% 29% Race relations 25% 26% 25% 20% 25% 31% Education 31% 34% 28% 25% 33% 36% Marketing Trendera24% 26% 23% 23% 27% 24% Health and wellness 28% 31% 24% 31% 25% 27% Entertainment 24% 28% 21% 22% 29% 22% Gender equality 16% 19% 14% 16% 17% 16% Shopping experience 14% 15% 12% 13% 12% 16% Technology 10% 13% 8% 11% 9% 11%
Showtime277 THE TRENDERA FILES: THE FUTURE OF
STAYING THE SAME IN THE FUTURE 20 years from now (2037), do you think the following will be better, worse or the same: Summary - The same
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Marketing 34% 35% 33% 33% 34% 36% Relationships 33% 34% 32% 31% 27% 41% Fashion 33% 35% 31% 25% 30% 44% Race relations 33% 31% 34% 31% 31% 36% Work/life balance 32% 29% 34% 26% 29% 40% Parenting 31% 32% 30% 27% 26% 39% Immigration 31% 29% 32% 26% 33% 32% Financial stability 30% 31% 30% 28% 28% 35% Government 30% 30% 30% 29% 29% 33% Shopping experience 28% 28% 28% 27% 25% 31% Entertainment 28% 26% 29% 25% 26% 31% Gender equality 26% 24% 28% 20% 26% 32% Health and wellness Trendera26% 26% 26% 25% 24% 29% The economy 25% 25% 26% 23% 26% 27% Education 24% 23% 24% 21% 22% 28% Healthcare 24% 23% 24% 23% 24% 23% The world in general 23% 21% 26% 20% 23% 26% The environment 20% 21% 19% 16% 19% 25% Technology 12% 11% 12% 8% 12% 15%
Showtime278 STATISTICS: 13-50
STAYING THE SAME IN THE FUTURE 20 years from now (2037), do you think the following will be better, worse or the same: Summary - The same
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Marketing 36% 35% 37% 32% 32% 44% Relationships 34% 30% 37% 30% 29% 41% Fashion 32% 31% 33% 28% 27% 40% Race relations 32% 32% 31% 35% 31% 29% Work/life balance 31% 28% 33% 29% 33% 30% Parenting 35% 31% 38% 36% 32% 36% Immigration 25% 24% 27% 21% 30% 25% Financial stability 31% 28% 33% 31% 31% 30% Government 28% 26% 31% 25% 34% 27% Shopping experience 25% 28% 22% 25% 23% 27% Entertainment 25% 20% 30% 16% 25% 34% Gender equality 27% 29% 25% 22% 30% 28% Health and wellness Trendera22% 19% 24% 20% 25% 21% The economy 30% 28% 33% 25% 34% 31% Education 25% 23% 27% 24% 24% 28% Healthcare 22% 17% 26% 25% 22% 19% The world in general 28% 26% 30% 27% 32% 24% The environment 21% 21% 21% 18% 27% 19% Technology 12% 12% 11% 10% 15% 10%
Showtime279 THE TRENDERA FILES: THE FUTURE OF
WHEN THEY THINK THE WORLD WILL END When do you think the world will end? (Select one)
NATIONAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Next year 2% 3% 2% 2% 2% 1% In 10 years 2% 3% 2% 2% 1% 3% In 20 years 2% 2% 2% 4% 1% 1% Within 50 years 9% 8% 9% 11% 8% 7% Within 100 years 11% 10% 11% 11% 13% 9% Within 500 years 12% 11% 12% 10% 12% 14% Within 1000 years 18% 18% 18% 20% 18% 15% Don't be ridiculous; humanity will 44% 44% 44% 40% 44% 49% keep on going Trendera
Showtime280 STATISTICS: 13-50
WHEN THEY THINK THE WORLD WILL END When do you think the world will end? (Select one)
COASTAL
Gen Z Gen Y Gen X Total Males Females 13-21 22-37 38-50
Next year 2% 3% 1% 0% 3% 2% In 10 years 3% 4% 1% 3% 3% 2% In 20 years 3% 3% 3% 1% 5% 3% Within 50 years 7% 7% 7% 8% 6% 7% Within 100 years 9% 7% 10% 8% 11% 7% Within 500 years 11% 10% 13% 12% 12% 10% Within 1000 years 18% 21% 16% 19% 23% 13% Don't be ridiculous; humanity will 47% 44% 49% 48% 37% 55% keep on going Trendera
Showtime281 WOULD YOU RATHER...
NATIONAL
BE THE SMARTEST BE THE HAPPIEST PERSON IN THE OR PERSON IN THE WORLD WORLD
Total 20% 80%
Males 29% 71%
Females 11% 89%
GEN Z 22% 78%
GEN Y 23% 77%
GEN X 14% 86%
COASTAL
BE THE SMARTEST BE THE HAPPIEST PERSON IN THE OR PERSON IN THE WORLD WORLD
Total 24% 76%
Males Trendera32% 68%
Females 17% 83%
GEN Z 27% 73%
GEN Y 26% 74%
GEN X 19% 81% Showtime STATISTICS: 13-50
WOULD YOU RATHER...
NATIONAL
HAVE A REPUTATION HAVE A REPUTATION OF BEING OR OF BEING A PRUDE PROMISCUOUS
Total 59% 41%
Males 49% 51%
Females 69% 31%
GEN Z 48% 52%
GEN Y 63% 37%
GEN X 63% 37%
COASTAL HAVE A REPUTATION HAVE A REPUTATION OF BEING OR OF BEING A PRUDE PROMISCUOUS
Total 61% 39%
Males Trendera53% 47%
Females 68% 32%
GEN Z 52% 48%
GEN Y 65% 35%
GEN X 63% 37% Showtime283 THE TRENDERA FILES: THE FUTURE OF
WOULD YOU RATHER...
NATIONAL
LIVE IN OR LIVE IN POVERTY CENSORSHIP
Total 44% 56%
Males 43% 57%
Females 44% 56%
GEN Z 38% 62%
GEN Y 44% 56%
GEN X 50% 50%
COASTAL
LIVE IN OR LIVE IN POVERTY CENSORSHIP
Total 40% 60%
Males Trendera43% 57%
Females 37% 63%
GEN Z 42% 58%
GEN Y 37% 63%
GEN X 42% 58% Showtime284 STATISTICS: 13-50
WOULD YOU RATHER...
NATIONAL
ONLY HAVE OR ONLY HAVE INSTAGRAM SNAPCHAT
Total 67% 33%
Males 65% 35%
Females 68% 32%
GEN Z 52% 48%
GEN Y 75% 25%
GEN X 73% 27%
COASTAL
ONLY HAVE OR ONLY HAVE INSTAGRAM SNAPCHAT
Total 72% 28%
Males Trendera75% 25%
Females 68% 32%
GEN Z 53% 47%
GEN Y 80% 20%
GEN X 82% 18% Showtime285 THE TRENDERA FILES: THE FUTURE OF
WOULD YOU RATHER...
NATIONAL
ONLY HAVE ONLY HAVE A SMARTPHONE OR A LAPTOP FOREVER FOREVER
Total 66% 34%
Males 64% 36%
Females 68% 32%
GEN Z 72% 28%
GEN Y 71% 29%
GEN X 56% 44%
COASTAL
ONLY HAVE ONLY HAVE A SMARTPHONE OR A LAPTOP FOREVER FOREVER
Total 68% 32%
Males Trendera64% 36%
Females 73% 27%
GEN Z 76% 24%
GEN Y 69% 31%
GEN X 59% 41% Showtime286 STATISTICS: 13-50
WOULD YOU RATHER...
NATIONAL
MEET A OR MEET A YOUTUBE STAR MOVIE STAR
Total 22% 78%
Males 23% 77%
Females 20% 80%
GEN Z 34% 66%
GEN Y 21% 79%
GEN X 10% 90%
COASTAL
MEET A OR MEET A YOUTUBE STAR MOVIE STAR
Total 23% 77%
Males Trendera31% 69%
Females 15% 85%
GEN Z 38% 62%
GEN Y 21% 79%
GEN X 9% 91% Showtime287 THE TRENDERA FILES: THE FUTURE OF
WOULD YOU RATHER...
NATIONAL
BE FAMOUS OR BE FAMOUS ON YOUTUBE ON INSTAGRAM
Total 67% 33%
Males 78% 22%
Females 56% 44%
GEN Z 68% 32%
GEN Y 63% 37%
GEN X 69% 31%
COASTAL
BE FAMOUS OR BE FAMOUS ON YOUTUBE ON INSTAGRAM
Total 64% 36%
Males Trendera75% 25%
Females 54% 46%
GEN Z 74% 26%
GEN Y 57% 43%
GEN X 62% 38% Showtime288 STATISTICS: 13-50
WOULD YOU RATHER...
NATIONAL
SHOP EXCLUSIVELY OR SHOP EXCLUSIVELY ONLINE IN-STORE
Total 52% 48%
Males 55% 45%
Females 49% 51%
GEN Z 46% 54%
GEN Y 61% 39%
GEN X 48% 52%
COASTAL
SHOP EXCLUSIVELY OR SHOP EXCLUSIVELY ONLINE IN-STORE
Total 54% 46%
Males Trendera57% 43%
Females 52% 48%
GEN Z 53% 47%
GEN Y 60% 40%
GEN X 50% 50% Showtime289 THE TRENDERA FILES: THE FUTURE OF
WOULD YOU RATHER...
NATIONAL
WATCH A SHOW ON OR WATCH A SHOW A COMPUTER ON TV
Total 26% 74%
Males 26% 74%
Females 25% 75%
GEN Z 40% 60%
GEN Y 23% 77%
GEN X 13% 87%
COASTAL
WATCH A SHOW ON OR WATCH A SHOW A COMPUTER ON TV
Total 32% 68%
Males Trendera35% 65%
Females 29% 71%
GEN Z 49% 51%
GEN Y 27% 73%
GEN X 19% 81% Showtime290 STATISTICS: 13-50
WOULD YOU RATHER...
NATIONAL
TALK ON THE OR SEND A PHONE TEXT
Total 41% 59%
Males 46% 54%
Females 36% 64%
GEN Z 37% 63%
GEN Y 43% 57%
GEN X 43% 57%
COASTAL
TALK ON THE OR SEND A PHONE TEXT
Total 45% 55%
Males Trendera49% 51%
Females 41% 59%
GEN Z 45% 55%
GEN Y 41% 59%
GEN X 50% 50% Showtime291 THE TRENDERA FILES: THE FUTURE OF
Trendera 8-12 YEAR OLD stats
Showtime292 STATISTICS: 8-12
Trendera
Showtime293 THE TRENDERA FILES: THE FUTURE OF
HOW THEY DESCRIBE THEMSELVES
Which of the following do you feel best describes your general outlook these days? (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Happy Happy Happy Happy Happy Happy Smart Smart Smart Smart Smart Smart Fun Fun Fun Fun Fun Fun Funny Funny Active Funny Funny Funny Active Creative Funny Active Active Nice
Trendera
Showtime294 STATISTICS: 8-12
WHAT THEY’RE WORKING ON
Which, if any, of the following are you working on in your life right now? (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Having fun Having fun Having fun Having fun Having fun Having fun
Continuous Continuous Continuous My physical health My physical health My physical health learning learning learning
Continuous Living life to the Living life to the Continuous My physical health My physical health learning fullest fullest learning
Living life to the Meeting new Continuous Living life to the Meeting new Living life to the fullest people learning fullest people fullest
Meeting new Having financial Developing my Meeting new Having financial My physical health people securityTrenderapersonal style people security
Showtime295 THE TRENDERA FILES: THE FUTURE OF
WHAT THEY CONSIDER ACCEPTABLE For each of the following, check whether you think it should be considered acceptable or unacceptable in society today: Summary - Acceptable (Select one for each)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Eating meat 93% 89% 96% 91% 94% 87% Eating fast food 87% 88% 85% 85% 88% 81% Drinking soda 86% 89% 83% 82% 83% 81% People living together without 66% 56% 76% 69% 68% 70% being married Tattoos / piercings 66% 62% 70% 63% 61% 65% Taking out loans for school 61% 59% 64% 65% 62% 69% Not having children 60% 62% 59% 62% 62% 63% People having a baby without being 57% 46% 68% 59% 62% 56% married Owning guns 53% 57% 50% 47% 46% 48% Same-sex marriage 49% 38% 59% 53% 51% 55% Transgender rights 45% 34% 56% 55% 55% 56% Not going to college 40% 37% 42% 44% 47% 40% Vaping e-cigarettes 33% 28% 37% 24% 23% 25% Using marijuana 32% 30% 34% 28% 28% 28% Cursing / swearing Trendera29% 25% 33% 31% 33% 28% Smoking cigarettes 27% 25% 29% 19% 22% 17% Sharing homework/test answers 18% 14% 23% 21% 27% 15% Unregulated immigration 13% 9% 17% 15% 22% 8% Drinking alcohol under age 21 10% 7% 14% 14% 19% 9% Taking prescription drugs 9% 10% 8% 10% 14% 6% recreationally Online bullying 4% 3% 5% 3% 5% 2% Showtime296 STATISTICS: 8-12
WHAT THEY CONSIDER UNACCEPTABLE For each of the following, check whether you think it should be considered acceptable or unacceptable in society today: Summary - Unacceptable (Select one for each)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Online bullying 93% 93% 92% 97% 95% 98% Drinking alcohol under age 21 81% 83% 78% 79% 75% 82% Taking prescription drugs 76% 76% 76% 75% 73% 78% recreationally Sharing homework/test answers 74% 79% 69% 69% 67% 72% Smoking cigarettes 64% 66% 63% 71% 67% 75% Cursing / swearing 58% 59% 57% 55% 54% 57% Vaping e-cigarettes 52% 53% 51% 57% 56% 58% Using marijuana 50% 49% 51% 51% 56% 46% Unregulated immigration 50% 51% 49% 46% 43% 49% Not going to college 36% 32% 39% 38% 41% 34% Same-sex marriage 34% 39% 28% 22% 21% 23% Owning guns 27% 27% 27% 42% 42% 41% Transgender rights 27% 33% 22% 14% 11% 17% People having a baby without being 24% 28% 19% 23% 26% 19% married Tattoos / piercings Trendera20% 18% 22% 24% 26% 21% People living together without 18% 23% 13% 17% 20% 14% being married Not having children 15% 11% 20% 16% 22% 11% Taking out loans for school 15% 15% 16% 15% 19% 12% Drinking soda 9% 9% 10% 10% 11% 10% Eating fast food 7% 6% 8% 9% 8% 10% Eating meat 4% 6% 2% 6% 4% 8% Showtime297 THE TRENDERA FILES: THE FUTURE OF
STATEMENTS ON LIFE
Please check whether you agree or disagree with the following statements. (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females As a society we should accept all people no matter how different 62% 58% 66% 61% 62% 60% they are I deserve to live whatever life I want 58% 54% 63% 56% 61% 51% People today need to listen more to 50% 49% 52% 50% 52% 49% those with different opinions I deserve to own nice things 48% 46% 49% 50% 51% 50% A simpler life is the easiest way to 45% 43% 46% 42% 41% 43% happiness I feel more mature than other 42% 44% 39% 41% 38% 44% people my age I want to be a part of something 39% 41% 36% 36% 35% 37% larger than myself I think my life will turn out better 38% 36% 39% 43% 45% 40% than my parents' You don't need a college degree to 36% 32% 40% 38% 35% 40% be successful today The internet sensationalizes things 35% 38% 32% 37% 33% 40% way too much You can't trust the news to give you 33% 32% 33% 30% 30% 30% the truth I follow influencers on social Trenderamedia 15% 19% 11% 19% 22% 17% that show a lifestyle I want to live I follow brands on social media that 13% 13% 14% 26% 26% 25% show a lifestyle I want to live Educated people's opinions matter 8% 12% 5% 13% 17% 10% more than others' opinions Famous people's opinions matter 5% 3% 7% 4% 7% 2% more than others' opinions I think my life will turn out worse 2% 3% 2% 3% 3% 3% than my parents'
Showtime298 STATISTICS: 8-12
STATEMENTS ON POLITICS
Which, if any, of the following statements about politics do you agree with? (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
I am proud to be an American 63% 59% 67% 63% 59% 67% America is the best country in the world 43% 43% 43% 44% 50% 38% You can't count on the government to look out 30% 28% 31% 28% 25% 31% for society's best interests I don't care how a president really behaves, as long as he/she does a good job for me and my 28% 28% 28% 22% 22% 23% country Our political system needs to be completely 23% 22% 25% 22% 19% 25% restructured for the modern age America has the best form of government 21% 25% 17% 23% 26% 20% I'm worried about the government invading my 21% 20% 23% 30% 26% 33% privacy I'm happy with the 2016 presidential election 20% 21% 20% 14% 17% 12% results I think America is headed in the right direction 19% 22% 17% 17% 20% 14% The 2016 presidential election was corrupt 19% 18% 21% 30% 25% 35% It's America's responsibility to make sure the 19% 19% 19% 21% 29% 12% rights of others are protected around the globe Our government should have less power than it 19% 16% 22% 16% 14% 19% does right now Trendera One's political views should be kept private 13% 15% 11% 15% 18% 12% I think Russia skewed the 2016 election results 11% 9% 13% 19% 16% 23% Brands have more power to create change than 10% 9% 12% 16% 19% 13% the government Our government should have more power than 4% 3% 6% 7% 8% 6% it does right now
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WHO SHOULD RUN THE COUNTRY
The best person/people to run our country would be… (Ranking question)
National National National Coastal Coastal Coastal Total Males Females Total Males Females A normal person who understands 54% 59% 50% 48% 45% 51% regular problems An older person with more 38% 40% 36% 42% 30% 53% experience A younger person with fresh ideas 37% 39% 34% 45% 45% 45% A small group of people rather than 32% 30% 33% 25% 25% 25% one President A politician 28% 26% 30% 36% 38% 33% A CEO or a successful 28% 29% 27% 27% 29% 25% entrepreneur A military general 23% 20% 25% 21% 23% 19% A religious leader 21% 21% 22% 12% 15% 9% A large corporate business person 19% 19% 20% 21% 26% 16% A well-liked celebrity 10% 6% 14% 10% 9% 12% A large group (crowd-sourcing) 8% 10% 7% 8% 8% 9% Artificial intelligence Trendera1% 1% 1% 5% 7% 3%
Showtime300 STATISTICS: 8-12
THINGS THEY WORRY ABOUT
Which, if any, of the following do you worry about in your life? (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
My family 62% 65% 60% 63% 57% 69% Getting good grades 40% 39% 41% 42% 45% 38% My friends 36% 42% 30% 37% 33% 40% My physical health 34% 35% 33% 33% 28% 38% Bullying 34% 36% 31% 37% 37% 36% Violence/terrorism 34% 27% 40% 34% 32% 35% My appearance 31% 30% 32% 29% 27% 31% Debt 26% 25% 28% 22% 16% 27% Getting a good job 24% 21% 27% 26% 25% 27% My self-image / self-esteem 24% 28% 20% 30% 25% 35% Making a lot of money 22% 19% 25% 29% 25% 33% My weight 22% 24% 21% 30% 19% 42% My mental health Trendera21% 24% 19% 22% 17% 27%
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THINGS THEY WORRY ABOUT
Which, if any, of the following do you worry about in your life? (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Figuring out who I am 21% 16% 25% 20% 20% 21% Finding my purpose 21% 21% 21% 22% 21% 23% War 20% 14% 26% 27% 29% 25% Performance at work 18% 14% 23% 11% 9% 14% Getting into college 14% 15% 14% 18% 20% 17% My love life 14% 13% 16% 16% 12% 21% Having to take care of my parents 14% 11% 17% 21% 17% 25% Being popular 13% 15% 12% 15% 15% 16% Popularity 11% 12% 11% 17% 13% 22% Gangs 10% 9% 12% 16% 16% 17% Politics 9% 7% 12% 14% 12% 17% School cliques 7% 11% 3% 14% 14% 15% Trendera
Showtime302 STATISTICS: 8-12
WHAT THEY HAVE FAITH IN
How much faith do you have in the following: Top Box Summary
National National National Coastal Coastal Coastal Total Males Females Total Males Females
My parents 68% 74% 63% 71% 72% 71% God 66% 69% 64% 68% 67% 70% People in general 10% 10% 10% 12% 15% 9% The government 6% 8% 4% 8% 11% 5% The news 5% 5% 5% 9% 13% 5% Politicians 5% 6% 4% 5% 8% 3% Corporations 4% 5% 3% 7% 11% 3%
Trendera
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WHAT THEY CONSIDER SUCCESS Which, if any, of the following do you consider to be signs of a successful life? (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
A happy family 72% 70% 75% 74% 69% 78% Being a good parent 54% 53% 56% 54% 50% 58% Helping other people 54% 49% 59% 57% 54% 60% Freedom to live life as you please 46% 44% 47% 48% 44% 52% Making the world a better place 46% 48% 43% 47% 46% 47% Loving your job 45% 41% 49% 45% 49% 41% Finding your purpose 39% 35% 42% 42% 36% 48% Having successful kids 37% 34% 39% 35% 29% 41% Having kids 36% 35% 36% 34% 37% 30% Finding your soulmate 33% 27% 38% 23% 23% 23% Having a job with purpose 33% 34% 31% 44% 42% 45% Making lots of money 31% 28% 34% 45% 44% 45% Getting married 30% 29% 30% 28% 25% 32% Having pets 29% 28% 30% 27% 28% 25% Being involved in your communityTrendera28% 30% 25% 32% 28% 36% Having lots of friends 26% 32% 21% 32% 32% 32%
Showtime304 STATISTICS: 8-12
WHAT THEY CONSIDER SUCCESS Which, if any, of the following do you consider to be signs of a successful life? (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
A college degree 25% 25% 25% 43% 41% 45% Owning your own business 23% 24% 22% 36% 42% 29% Owning a big house 22% 23% 22% 37% 34% 40% Doing better financially than your parents 22% 24% 20% 29% 29% 28% Traveling a lot 20% 20% 21% 32% 31% 32% A graduate degree 20% 22% 18% 28% 26% 30% Retiring early 17% 12% 23% 17% 14% 20% Being an entrepreneur 15% 15% 16% 23% 24% 23% Luxury vacations 14% 14% 15% 23% 19% 26% A fancy car 12% 15% 10% 23% 22% 24% Being attractive 11% 9% 14% 18% 18% 19% An attractive spouse 11% 13% 9% 11% 11% 12% Being famous 11% 8% 14% 18% 17% 19% A dream wedding 8% 4% 13% 10% 4% 17% Having lots of social media followersTrendera8% 8% 8% 10% 14% 7% Owning designer apparel 4% 3% 5% 8% 7% 10%
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WHAT’S MOST IMPORTANT TO THEM How important is it/was it for you to do each of the following in your life: Summary - Very important
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Be a good person Be a good person Be a good person Be a good person Be a good person Be a good person
Get your driver's Get your driver's Get your driver's Get your driver's Get your driver's Own a house license license license license license Get your driver's Own a house Own a house Own a house Own a house Own a house license Work at a job that Work at a job that Work at a job that Have a successful Have a successful Work at a job that gives you purpose gives you purpose gives you purpose career career gives you purpose Have a successful Have a successful Have a successful Work at a job that Have a successful Help the world career career career gives you purpose career
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Showtime306 STATISTICS: 8-12
FAVORITE PLACES TO SHOP Where are your favorite places to shop (online and/or in store)? (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Walmart Walmart Walmart Amazon Amazon Target
Amazon Amazon Amazon Target Target Amazon
Target Target Target Walmart Walmart Walmart
Bath & Body Nike Nike Nike Nike Disney Works
Old Navy Old Navy Old Navy Disney Best Buy Old Navy
Trendera FULL LIST:
Amazon, Ann Taylor Loft, Anthropologie, Apple, Barney’s, Bath & Body Works, Best Buy, Bloomingdales, Costco, Crate & Barrel, Disney, Express, Forever 21, Free People, Gap, H&M, Hollister, Home Depot, J.C. Penney, Lowe’s, Macy’s, Marshalls, Nike, Nordstrom, Old Navy, Pottery Barn, Sears, Sephora, Staples, T.J. Maxx, Target, Top Shop, Urban Outfitters, Victoria’s Secret, Walmart, Zara Showtime307 THE TRENDERA FILES: THE FUTURE OF
FAVORITE APPAREL / ACCESSORY BRANDS What are some of your favorite apparel/accessory brands? (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Nike Nike Nike Nike Nike Target
Walmart Walmart adidas Target adidas Nike
adidas Under Armour Target adidas Levi's Forever 21
Target adidas Walmart Levi's Walmart adidas
Under Armour Levi's Converse Walmart Target Converse
TrenderaFULL LIST:
Abercrombie & Fitch, adidas, ASOS, BCBG, Brandy Melville, Calvin Klein, Cartier, Chanel, Christian Louboutin, Coach, Converse, Express, Forever 21, Gap, H&M, Hollister, J.Crew, Kate Spade, Levi’s, Lily Pulitzer, Louis Vuitton, Lululemon, Madewell, Marc Jacobs, Michael Kors, Nasty Gal, Nike, Quiksilver, Ralph Lauren, RVCA, Supreme, Target, Topshop, Tory Burch, Under Armour, VANS, Vera Bradley, Vineyard Vines, Walmart, Zara
Showtime308 STATISTICS: 8-12
FAVORITE FOOD / BEVERAGE BRANDS What are some of your favorite food and beverage brands? (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Doritos Doritos M&Ms Doritos Doritos Doritos
M&M’s Hershey Doritos Cheetos Cheetos M&M’s
Hershey M&M’s Cheetos M&M’s Coca-Cola Oreo
Cheetos Cheetos Hershey Oreo M&M’s Cheetos
Oreo Oreo Oreo Hershey Hershey Hershey
FULL LIST: Trendera Annie’s, Aquafina, Banza, Barilla, Budweiser, Butterfinger, Campbell’s, Cheerios, Cheetos, Cheez-It, Chewy, Chips Ahoy!, Coca-Cola, Corona, Crunch, Dannon, Dasani, Digiorno, Dole, Doritos, Dr. Pepper, Dreyer’s, Fanta, General Mills, Haribo, Heineken, Heinz, Hershey, Hot Pocket, Kellogg, Kit Kat, Kraft, LaCroix, Lay’s, Lean Cuisine, Lipton, M&M’s, Mars, Mountain Dew, Nabisco, Nestle, Nutella, Oreo, Pepsi, Perrier, Pop Tarts, Pringles, Rice Krispies, Skinny Pop, Smartwater, Smuckers, Snapple, Snickers, Special K, Sprite, Starbucks, Stouffer’s, Tostitos, Trolli, Tropicana, Twix, Tyson, Vitaminwater Showtime309 THE TRENDERA FILES: THE FUTURE OF
FAVORITE COSMETIC/TOILETRY BRANDS What are some of your favorite cosmetic/toiletry brands? (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females Bath & Body Dove Dove Dove Dove Aveeno Works Bath & Body Bath & Body Bath & Body Bath & Body Dove Dove Works Works Works Works
Aveeno Aveeno Aveeno Aveeno Neutrogena Aveeno
L'Oreal L'Oreal L'Oreal Neutrogena Johnson's Neutrogena
Johnson's Johnson's Johnson's Nivea Old Spice Olay
TrenderaFULL LIST:
Alba Botanica, Aveeno, Avon, Bare Minerals, Bath & Body Works, Benefit, Burt’s Bees, Chanel, Christian Dior, Clarins, Clean & Clear, Clinique, Dollar Shave Club, Dove, Estée Lauder, Every Man Jack, Fenty Beauty, Fresh, Garnier, Head & Shoulders, Honest Company, Johnson’s, Jouer, Kat Von D, KKW Beauty, Kylie Cosmetics, L’Occitane, L’Oreal, Lancôme, Laura Mercier, MAC, Make Up For Ever, Maybelline, NARS, Neutrogena, Nivea, Olay, Old Spice, Pantene, Sephora, Smashbox, Tarte, Urban Decay Showtime310 STATISTICS: 8-12
WHAT INFLUENCES THEM TO BUY Please rate how important the following things are to you in your decision to buy something: Top Box Summary
National National National Coastal Coastal Coastal Total Males Females Total Males Females
A quality product 80% 84% 76% 86% 86% 85% Getting a deal 78% 79% 76% 75% 74% 77% Free shipping 73% 76% 69% 77% 78% 75% Ability to buy in-store 69% 75% 63% 73% 75% 70% Ability to buy online 67% 75% 59% 73% 73% 73% Flexible return policy 62% 68% 57% 73% 72% 75% User reviews 55% 57% 53% 64% 61% 68% Brand / retailer reputation 53% 56% 50% 65% 65% 65% Customer service in person 49% 52% 45% 60% 55% 66% Social / ethical responsibility 48% 53% 42% 48% 49% 46% Customer service via phone call 46% 51% 40% 52% 49% 55% Brand / retailer supports social causes 41% 44% 37% 38% 41% 35% Customer service via live chat 37% 49% 25% 44% 39% 48% Customer service via text Trendera31% 40% 23% 39% 38% 39%
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WHAT MAKES THEM LOYAL TO A BRAND What, if anything, makes you loyal to a brand? (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Price 67% 66% 68% 63% 55% 72% Quality 58% 56% 61% 70% 73% 68% You grew up with it / your parents used it 43% 44% 41% 41% 39% 43% Great customer service 39% 37% 40% 44% 41% 47% Loyalty program / rewards 35% 33% 37% 34% 27% 40% Responding to customers immediately 28% 36% 21% 30% 26% 33% Strong company ethics 18% 19% 18% 27% 28% 25% Habit 15% 14% 17% 21% 22% 20% Creative marketing 15% 12% 18% 17% 18% 16% Social mission 12% 12% 12% 9% 9% 10% Company culture 10% 10% 10% 12% 15% 10% Celebrity affiliation Trendera8% 6% 11% 8% 10% 7%
Showtime312 STATISTICS: 8-12
FEELINGS ON PERSONALIZED MARKETING Please rate how comfortable you are with brands doing the following: Summary - Very Comfortable
National National National Coastal Coastal Coastal Total Males Females Total Males Females Brands wishing me a happy birthday and sending me 54% 52% 56% 60% 54% 66% something for it Brands using my location in their stores to send me 29% 33% 25% 38% 38% 38% discounts in that moment Brands showing an ad for a product I have viewed on 23% 27% 19% 29% 25% 33% another website Brands liking my social media posts 21% 23% 20% 26% 30% 23% Brands collecting data on my habits to give me a 20% 24% 17% 25% 26% 23% better user experience Brands referring to my friends and family by name 19% 21% 17% 20% 22% 18% in their marketing Brands contacting me on my cell phone with a pre- 11% 15% 7% 16% 20% 13% recorded message Trendera
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INFO THEY WOULD SHARE FOR DISCOUNTS Which, if any, of the following information would you share with a brand you like in exchange for coupons or discounts? (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Birthday 62% 66% 59% 62% 58% 66% Email address 53% 53% 53% 57% 52% 63% Gender 52% 52% 53% 50% 45% 55% Name 48% 49% 46% 44% 43% 45% Email 47% 49% 45% 48% 40% 55% Interests / hobbies 39% 38% 40% 33% 32% 33% Past purchases 29% 25% 32% 25% 24% 27% Home address 27% 33% 21% 26% 29% 24% Cell phone number 20% 18% 23% 25% 22% 28% My location 20% 19% 21% 21% 20% 23% Social media contacts 14% 15% 13% 12% 14% 10% Income 11% 10% 12% 10% 11% 9% Information about friends 4% 5% 4% 5% 8% 3% Web browsing history 4% 5% 4% 7% 8% 7% Social security number Trendera1% 2% 1% 1% 2% 0%
Showtime314 STATISTICS: 8-12
OWNERSHIP VS. ACCESS
Would you rather rent or own the following: Summary - Own
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Clothes 99% 98% 99% 100% 99% 100%
Furniture 96% 96% 96% 97% 97% 96%
Beauty products 96% 95% 97% 98% 96% 99%
Car 96% 96% 95% 92% 90% 93%
Technology 94% 94% 94% 97% 98% 95%
Appliances 93% 93% 93% 95% 93% 96%
House 89% 90% 88% 92% 92% 92%
Luxury goods 85% 83% 87% 89% 90% 88% Trendera
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OWNERSHIP VS. ACCESS Would you rather rent or own the following: Summary - Rent
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Luxury goods 15% 17% 13% 11% 10% 12%
House 11% 10% 12% 8% 8% 8%
Appliances 7% 7% 7% 5% 7% 4%
Technology 6% 6% 6% 3% 2% 5%
Car 4% 4% 5% 8% 10% 7%
Furniture 4% 4% 4% 3% 3% 4%
Beauty products 4% 5% 3% 2% 4% 1%
Clothes 1% 2% 1% 0% 1% 0% Trendera
Showtime316 STATISTICS: 8-12
HOW MUCH THEY HAVE IN SAVINGS Approximately how much money do you have in savings right now? (Select one)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
$0 21% 18% 24% 11% 9% 14%
$1 - $999 39% 45% 32% 37% 34% 39%
$1,000 - $4,999 12% 10% 14% 10% 11% 10%
$5,000 - $9,999 3% 5% 2% 5% 6% 4%
$10,000 - $19,999 4% 5% 3% 4% 4% 4%
$20,000 - $49,999 5% 3% 7% 6% 7% 5%
$50,000 - $74,999 2% 1% 4% 3% 4% 3%
$75,000 - $99,999 5% 5% 5% 3% 5% 2%
$100,000+ 4% 5% 4% 9% 12% 6% Trendera
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FAVORITE ACTORS Who, if anyone, would you consider your favorite actor today? (Select up to two)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Dwayne "The Dwayne "The Dwayne "The Dwayne "The Johnny Depp Johnny Depp Rock" Johnson Rock" Johnson Rock" Johnson Rock" Johnson Dwayne "The Dwayne "The Johnny Depp Johnny Depp Johnny Depp Johnny Depp Rock" Johnson Rock" Johnson Leonardo Kevin Hart Kevin Hart Kevin Hart Kevin Hart Kevin Hart DiCaprio
Will Ferrell Kevin Hart Will Ferrell Will Ferrell Will Ferrell Will Ferrell
Brad Pitt Chris Pratt Brad Pitt Brad Pitt Brad Pitt Idris Elba Trendera
Showtime318 STATISTICS: 8-12
FAVORITE ACTRESSES Who, if anyone, would you consider your favorite actress today? (Select up to two)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Sandra Bullock Sandra Bullock Jennifer Aniston Jennifer Lawrence Emma Stone Jennifer Lawrence
Jennifer Aniston Angelina Jolie Sandra Bullock Sandra Bullock Jennifer Lawrence Sandra Bullock
Angelina Jolie Jennifer Aniston Angelina Jolie Angelina Jolie Angelina Jolie Angelina Jolie
Reese Jennifer Lawrence Jennifer Lawrence Jennifer Aniston Jennifer Aniston Jennifer Aniston Witherspoon Reese Jennifer Lawrence Emma Stone Emma Stone Sandra Bullock Kerry Washington Witherspoon Trendera
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FAVORITE INFLUENCERS Who, if anyone, would you consider your favorite “influencer” today? (Select up to two)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Selena Gomez Selena Gomez Selena Gomez Selena Gomez Selena Gomez Selena Gomez
DJ Khaled The Weeknd DJ Khaled DJ Khaled Jaden Smith DJ Khaled
Gwyneth Paltrow Jaden Smith Kylie Jenner Kanye West The Weeknd Chrissy Tiegen
The Weeknd Gwyneth Paltrow Gwyneth Paltrow The Weeknd DJ Khaled Teyana Taylor
Jaden Smith DJ Khaled The Weeknd Chrissy Tiegen Kanye West Kim Kardashian Trendera
Showtime320 STATISTICS: 8-12
STATEMENTS ON ENTERTAINMENT Which, if any, of the following statements do you agree with? (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females I prefer watching TV shows with 42% 37% 46% 30% 27% 32% others I'd usually rather watch a TV show 31% 35% 27% 29% 26% 31% than a movie I rarely buy movies, TV shows, and 25% 25% 25% 28% 30% 26% music I will wait until there are several episodes of a TV show available so 25% 25% 25% 25% 22% 27% I can binge watch them I prefer watching TV shows alone, but enjoy talking about them with 25% 23% 26% 26% 27% 25% others later I rarely watch Live TV 24% 23% 25% 21% 20% 23% Finding a movie or TV show online 23% 25% 20% 30% 25% 34% for free isn't wrong, it's smart You can always find something to watch online for free, so why pay 21% 25% 18% 25% 22% 27% for it? I wish I had a laptop so that I could 19% 21% 18% 22% 24% 21% watch more stuff on my own I prefer to watch movies on myTrendera 13% 13% 14% 11% 13% 10% phone than on my TV I would watch more live TV if it 5% 6% 5% 9% 13% 6% had a social media element
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HOW OFTEN THEY GO TO THE MOVIES
How often do you go to see movies in theaters? (Select one)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Every day 2% 3% 1% 1% 3% 0%
Multiple times per week 3% 4% 2% 5% 9% 1%
Once per week 4% 6% 2% 5% 4% 6%
Multiple times per month 8% 5% 12% 13% 13% 14%
Once per month 19% 19% 20% 23% 25% 22%
Every few months 25% 28% 22% 28% 25% 30%
A few times a year 20% 20% 21% 11% 13% 9%
Hardly ever 15% 12% 19% 13% 9% 18% Never Trendera3% 4% 3% 0% 0% 1%
Showtime322 STATISTICS: 8-12
WHY THEY DON’T GO TO THE MOVIES MORE OFTEN
Which, if any, of the following are reasons you don’t see movies in theaters more often? (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Too expensive 52% 52% 52% 56% 54% 58%
I prefer to watch movies at home 24% 25% 23% 22% 22% 22%
I don't have time 22% 15% 29% 20% 11% 29% I know it will always be available to 17% 17% 18% 21% 21% 22% watch later Most movies today don't interest 16% 15% 18% 13% 11% 16% me I can find it online for free 7% 11% 4% 9% 10% 8%
It's too crowded 5% 5% 6% 14% 16% 12%
It doesn't feel safe 5% 3% 7% 6% 7% 5%
Can't be on my phone 3% 3% 3% 1% 2% 0% My friends don't like to go to 2% 3% 1% 4% 4% 5% movies There are too many trailers Trendera2% 1% 3% 4% 5% 4% Parking 1% 1% 1% 6% 7% 5%
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WHAT WOULD MAKE THEM GO TO THE MOVIES
What would make you more likely to see a movie in theaters? (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Less expensive 59% 57% 61% 61% 49% 74%
Discounts / deals 46% 42% 49% 53% 52% 55%
Comfortable seating 32% 31% 33% 34% 35% 32%
Better movies 22% 20% 24% 25% 25% 25%
3D 20% 21% 20% 13% 18% 8%
In-seat food service 18% 14% 22% 28% 28% 28%
Child care 10% 8% 13% 9% 7% 11% A subscription based model 10% 9% 11% 13% 12% 15% service like Netflix Healthier snacks 10% 10% 10% 10% 7% 14% Gourmet food Trendera8% 3% 14% 11% 9% 14% Simulated seating 8% 9% 8% 10% 14% 7%
Assigned seating 5% 4% 6% 8% 8% 8% If texting was permitted during 3% 4% 2% 5% 8% 3% the film
Showtime324 STATISTICS: 8-12
FAVORITE REALITY TV SHOWS What are some of your favorite reality TV shows right now? (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females America's Got America's Got America's Got America's Got America's Got Lip Sync Battle Talent Talent Talent Talent Talent
The Voice The Voice The Voice Top Chef The X Factor Top Chef
Dancing With The Dancing With The Dancing With The Hell's Kitchen Shark Tank Hell's Kitchen Stars Stars Stars America's Got American Idol Shark Tank Chopped Lip Sync Battle Top Chef Talent
Undercover Boss American Idol Hell's Kitchen The Voice Hell's Kitchen Chopped Trendera
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FAVORITE SCRIPTED TV SHOWS What are some of your favorite scripted TV shows right now? (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females The Big Bang The Big Bang The Walking Dead The Walking Dead Fuller House Family Guy Theory Theory The Big Bang Law & Order: The Big Bang Law & Order: Fuller House Friends Theory SVU Theory SVU The Big Bang The Simpsons Family Guy Family Guy The Simpsons The Simpsons Theory Orange is the The Simpsons Stranger Things The Simpsons The Walking Dead Family Guy New Black Law & Order: Stranger Things Fuller House The Walking Dead The Walking Dead Modern Family SVU Trendera
Showtime326 STATISTICS: 8-12
HOW THEY FEEL ABOUT THE NEWS Which, if any, of the following statements best describes your feelings about the news? (Select one)
National National National Coastal Coastal Coastal Total Males Females Total Males Females It's important for me to stay on 26% 25% 27% 33% 30% 35% top of the news I actively avoid the news; it's too 25% 22% 28% 26% 25% 28% depressing Any news worth knowing will find 20% 21% 20% 15% 16% 14% me Most of the news today is fake 14% 15% 14% 13% 18% 9% news
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WHERE THEY GET THEIR INFORMATION I get most of my news and information about what’s going on from... (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Friends/family 45% 45% 44% 51% 46% 56%
Facebook 44% 48% 40% 42% 45% 39%
Local TV news 38% 38% 37% 44% 38% 50%
National TV news 20% 26% 14% 25% 29% 22%
YouTube 18% 18% 19% 24% 31% 16%
Radio 17% 20% 14% 20% 21% 20%
Instagram 14% 11% 18% 16% 20% 12%
News websites 9% 9% 9% 10% 15% 6%
News apps 8% 9% 8% 13% 14% 13% Twitter Trendera8% 8% 9% 12% 15% 10%
Showtime328 STATISTICS: 8-12
WHERE THEY GET THEIR INFORMATION I get most of my news and information about what’s going on from... (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Newspapers (print) 7% 4% 10% 6% 7% 5%
Snapchat 5% 5% 6% 8% 8% 8%
NPR 2% 0% 5% 1% 1% 1%
Apple News 2% 1% 3% 10% 12% 8%
Lifestyle websites 2% 2% 2% 5% 6% 5%
Reddit 2% 2% 2% 2% 3% 1%
Newsletters 1% 1% 1% 1% 2% 0%
Satirical news shows 1% 1% 1% 3% 3% 4% Podcasts Trendera0% 0% 1% 2% 1% 4%
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STATEMENTS ON CABLE / SATELLITE TV Which of the following statements about cable / satellite TV best applies to you? (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females I have cable / satellite TV and plan 63% 64% 63% 65% 70% 61% on keeping it in the future I have cable / satellite TV but plan 12% 11% 14% 12% 14% 11% on getting rid of it in the future I have cancelled cable / satellite TV subscription and don't plan on 11% 11% 12% 9% 10% 9% getting it again in the future I have never had a cable / satellite TV subscription and don't plan on 8% 9% 7% 6% 4% 9% getting it in the future I have cancelled cable / satellite TV subscription but plan on 4% 4% 5% 5% 3% 7% getting it again in the future I have never had a cable / satellite TV subscription but plan on 1% 2% 0% 2% 0% 4% getting it in the future Trendera
Showtime330 STATISTICS: 8-12
DEVICES THEY OWN
How many of each of the following devices do you currently have in your home: Mean Summary (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
TVs 2.9 2.8 3.0 2.9 2.9 3.0
Smartphones 2.7 2.5 2.9 2.5 2.4 2.5
Video game consoles 2.0 2.1 1.8 1.8 2.0 1.5
Tablets 1.9 1.9 2.0 1.8 1.9 1.8
Laptop computers 1.4 1.5 1.4 1.5 1.5 1.4
Desktop computers 0.8 0.9 0.8 0.7 0.9 0.5
Smartwatches 0.4 0.4 0.4 0.4 0.5 0.3
Virtual assistants (Amazon Echo) 0.3 0.3 0.3 0.4 0.5 0.3 Trendera
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STATEMENTS ON TECHNOLOGY AND SOCIAL MEDIA
Which, if any, of the following statements on technology and social media do you agree with? (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females Social media helps me truly 38% 40% 35% 29% 26% 31% connect with others Social media doesn't show real 25% 23% 27% 29% 26% 31% life Technology is becoming too 21% 18% 25% 26% 27% 25% invasive I think social media and texting has made it harder to get close to 17% 18% 17% 26% 26% 25% people The pros of social media outweigh 17% 17% 18% 16% 18% 15% the cons Social media adds a lot of stress 12% 10% 15% 9% 8% 11% to my life I feel pressure to look a certain 12% 12% 13% 10% 7% 14% way online I'm uncomfortable with the amount of information social 11% 11% 11% 14% 18% 11% media companies have about me I wish I could go off the grid but 10% 8% 12% 10% 8% 13% it isn't possible for me Trendera Technology makes my life more 5% 5% 6% 9% 8% 11% complicated
Showtime332 STATISTICS: 8-12
DIGITAL DETOX
Which of the following describes your feelings about taking a digital detox (i.e. deactivating social media and going without internet for awhile)? (Select one)
National National National Coastal Coastal Coastal Total Males Females Total Males Females Why would I ever want to detox? 33% 38% 28% 25% 29% 20% I'd miss it too much I'd like to, but I'd miss out on too 24% 24% 24% 26% 25% 27% much I'd like to, but I have too many 20% 17% 23% 22% 15% 28% responsibilities that require it I'd love to, I wish it had never 16% 17% 15% 20% 23% 18% been invented
Trendera
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EMERGING TECHNOLOGY
Which, if any, of the following emerging technologies are you excited about? (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Waterproof smartphones 48% 48% 48% 49% 49% 49% Self-driving cars 34% 38% 29% 39% 44% 34% Flying cars 31% 38% 25% 38% 42% 33% Personal robots 28% 34% 22% 33% 40% 26% Virtual reality 28% 30% 25% 38% 46% 30% Drone deliveries 24% 31% 17% 25% 34% 16% Curved screen smartphones 16% 18% 15% 21% 24% 19% Artificial intelligence 12% 14% 10% 18% 24% 13% A robotic workforce 8% 8% 9% 7% 10% 4% Augmented reality 7% 10% 5% 7% 10% 4% Commercial rocket travel 7% 8% 7% 9% 13% 5% Optogenetics (using light and 6% 4% 9% 7% 7% 8% color to study the brain) Trendera Cryptocurrency (like Bitcoin) 4% 5% 3% 9% 11% 7% Nanosensors 2% 3% 2% 6% 9% 4% The Hyperloop 2% 3% 1% 3% 4% 2%
Showtime334 STATISTICS: 8-12
SOCIAL MEDIA ACCOUNTS
Statements about platforms: I have an account (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Facebook 64% 57% 72% 62% 57% 67% YouTube 50% 42% 58% 57% 57% 57% Instagram 42% 38% 46% 45% 40% 50% Snapchat 37% 31% 42% 37% 34% 40% Twitter 28% 23% 33% 33% 33% 33%
Trendera
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STATEMENTS ON SNAPCHAT
For each of the following platforms, please check the statements that apply to you: Snapchat (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
I have an account 37% 31% 42% 37% 34% 40% Getting more popular among 26% 20% 32% 28% 23% 33% people my age I check this every day 21% 19% 24% 22% 19% 25% Feels fake 16% 15% 17% 16% 16% 17% Shows the real me 15% 13% 18% 17% 17% 18% I use this more than I used to 13% 11% 15% 20% 16% 24% I use this less than I used to 11% 12% 10% 12% 14% 11% I follow / interact with brands 10% 7% 13% 8% 9% 8% here Getting less popular among 5% 9% 2% 10% 11% 9% people my age Trendera
Showtime336 STATISTICS: 8-12
STATEMENTS ON INSTAGRAM
For each of the following platforms, please check the statements that apply to you: Instagram (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
I have an account 42% 38% 46% 45% 40% 50% Getting more popular among 26% 20% 32% 25% 19% 31% people my age I check this every day 24% 19% 29% 31% 30% 32% I follow / interact with brands 19% 18% 21% 21% 17% 25% here Shows the real me 17% 13% 21% 18% 15% 22% I use this less than I used to 16% 14% 18% 17% 15% 19% I use this more than I used to 14% 15% 14% 18% 18% 19% Feels fake 14% 12% 17% 16% 17% 16% Getting less popular among 7% 9% 6% 8% 10% 6% people my age Trendera
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STATEMENTS ON YOUTUBE
For each of the following platforms, please check the statements that apply to you: YouTube (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
I have an account 50% 42% 58% 57% 57% 57% I use this more than I used to 32% 34% 29% 36% 45% 27% I check this every day 30% 28% 32% 43% 52% 33% Getting more popular among 25% 23% 27% 33% 41% 25% people my age I follow / interact with brands 23% 22% 24% 27% 31% 24% here Shows the real me 13% 13% 13% 16% 20% 13% I use this less than I used to 12% 13% 11% 6% 5% 8% Getting less popular among 8% 11% 5% 5% 2% 8% people my age Feels fake 6% 6% 7% 7% 7% 7% Trendera
Showtime338 STATISTICS: 8-12
STATEMENTS ON FACEBOOK
For each of the following platforms, please check the statements that apply to you: Facebook (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
I have an account 64% 57% 72% 62% 57% 67% I check this every day 49% 50% 48% 49% 44% 54% I use this more than I used to 38% 41% 35% 29% 28% 29% I follow / interact with brands 30% 30% 29% 31% 28% 33% here Getting more popular among 28% 31% 25% 26% 25% 27% people my age Shows the real me 26% 27% 25% 27% 27% 27% Getting less popular among 19% 18% 21% 21% 20% 22% people my age Feels fake 17% 17% 18% 18% 16% 20% I use this less than I used to 16% 14% 19% 18% 21% 16% Trendera
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STATEMENTS ON TWITTER
For each of the following platforms, please check the statements that apply to you: Twitter (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
I have an account 28% 23% 33% 33% 33% 33% I use this less than I used to 14% 15% 14% 19% 18% 20% Getting less popular among 14% 16% 12% 17% 18% 16% people my age I check this every day 13% 14% 13% 14% 16% 13% Feels fake 13% 12% 15% 13% 16% 11% I follow / interact with brands 13% 16% 10% 15% 12% 18% here Getting more popular among 11% 10% 13% 15% 17% 13% people my age I use this more than I used to 9% 9% 10% 11% 14% 8% Shows the real me 7% 8% 7% 8% 9% 8% Trendera
Showtime340 STATISTICS: 8-12
WHAT THEY THINK IS POPULAR
For each of the following, check if they are currently popular among you and your friends. (Select all that apply)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Cold brew 13% 14% 13% 12% 11% 14% Horoscopes / Astrology 13% 14% 12% 11% 10% 13% Cannabis food/drinks 12% 12% 13% 12% 11% 14% Gluten-free food 12% 16% 9% 15% 11% 19% Podcasts 10% 16% 5% 15% 15% 15% Cat eye glasses 9% 8% 11% 6% 5% 8% Vegan food 9% 8% 11% 13% 7% 19% Riverdale (TV show) 8% 6% 11% 7% 4% 10% Scrunchies 8% 8% 8% 8% 5% 12% Bold lips 7% 5% 10% 7% 3% 11% Feminism 6% 6% 7% 12% 8% 16% Crystals 4% 3% 6% 3% 4% 3% Poke bowls 4% 5% 4% 5% 7% 3% Khalid Trendera2% 1% 4% 5% 7% 3% TBH app 2% 1% 4% 2% 2% 2%
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GETTING BETTER IN THE FUTURE
20 years from now (2037), do you think the following will be better, worse or the same: Summary - Better
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Technology 80% 83% 77% 88% 92% 83% Shopping experience 63% 64% 63% 68% 72% 65% Education 55% 61% 49% 62% 64% 61% Health and wellness 52% 54% 51% 58% 62% 54% Entertainment 52% 56% 48% 59% 67% 52% Gender equality 49% 50% 47% 55% 58% 52% Healthcare 43% 44% 41% 46% 48% 43% Fashion 43% 41% 44% 53% 57% 49% Parenting 43% 46% 39% 51% 56% 46% Marketing 42% 45% 39% 52% 59% 45% Relationships 41% 44% 37% 50% 48% 51% Race relations 40% 44% 36% 41% 43% 38% Work / life balance 39% 41% 36% 51% 54% 48% Financial stability Trendera37% 41% 33% 50% 55% 46% The economy 35% 36% 33% 50% 57% 43% The world in general 33% 38% 27% 42% 43% 40% Immigration 31% 40% 23% 35% 35% 34% The environment 25% 28% 21% 33% 35% 31% Government 25% 26% 23% 32% 35% 29%
Showtime342 STATISTICS: 8-12
GETTING WORSE IN THE FUTURE
20 years from now (2037), do you think the following will be better, worse or the same: Summary - Worse
National National National Coastal Coastal Coastal Total Males Females Total Males Females
The environment 51% 47% 56% 46% 50% 42% Government 46% 43% 49% 41% 42% 39% The world in general 41% 36% 46% 35% 37% 32% The economy 34% 31% 37% 28% 26% 29% Immigration 33% 30% 36% 36% 39% 33% Healthcare 33% 28% 37% 28% 29% 27% Financial stability 30% 32% 28% 26% 26% 25% Work / life balance 29% 25% 32% 22% 24% 21% Parenting 26% 24% 28% 25% 23% 26% Race relations 26% 26% 25% 22% 28% 16% Relationships 25% 25% 25% 22% 25% 18% Fashion 25% 24% 26% 25% 26% 25% Marketing 24% 25% 24% 18% 19% 17% Health and wellness Trendera24% 23% 25% 17% 20% 15% Entertainment 22% 20% 25% 19% 17% 21% Education 19% 13% 25% 17% 22% 13% Gender equality 17% 20% 15% 15% 15% 16% Shopping experience 11% 13% 9% 13% 19% 8% Technology 6% 7% 6% 6% 4% 8%
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STAYING THE SAME IN THE FUTURE 20 years from now (2037), do you think the following will be better, worse or the same: Summary - The same
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Immigration 35% 29% 41% 29% 25% 32% Gender equality 34% 30% 38% 30% 27% 32% Relationships 34% 30% 37% 29% 26% 31% Marketing 34% 30% 37% 30% 23% 38% Race relations 34% 29% 38% 37% 28% 46% Financial stability 32% 26% 38% 24% 19% 28% Fashion 32% 35% 29% 22% 17% 26% Work / life balance 32% 33% 31% 27% 23% 31% Parenting 31% 30% 32% 25% 22% 27% The economy 31% 32% 29% 22% 17% 27% Government 29% 30% 28% 27% 23% 31% Education 26% 26% 26% 21% 15% 26% Shopping experience Trendera26% 24% 28% 19% 10% 27% Entertainment 26% 25% 27% 22% 17% 27% The world in general 26% 25% 26% 24% 20% 27% Healthcare 25% 27% 22% 26% 23% 29% The environment 24% 25% 24% 21% 15% 26% Health and wellness 24% 24% 25% 25% 19% 31% Technology 13% 10% 17% 6% 4% 9%
Showtime344 STATISTICS: 8-12
WHEN THEY THINK THE WORLD WILL END When do you think the world will end? (Select one)
National National National Coastal Coastal Coastal Total Males Females Total Males Females
Next year 0% 1% 0% 2% 3% 1% In 10 years 4% 1% 7% 2% 3% 1% In 20 years 2% 3% 2% 3% 4% 2% Within 50 years 10% 7% 14% 5% 5% 6% Within 100 years 10% 13% 7% 9% 12% 6% Within 500 years 8% 9% 7% 5% 5% 6% Within 1000 years 20% 22% 19% 18% 24% 12% Don't be ridiculous; humanity will 45% 45% 45% 56% 45% 67% keep on going Trendera
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WOULD YOU RATHER...
BE THE SMARTEST BE THE HAPPIEST PERSON IN THE OR PERSON IN THE WORLD WORLD
National Total 20% 80%
National Males 24% 76%
National Females 16% 84%
Coastal Total 22% 78%
Coastal Males 30% 70%
Coastal Females 13% 87%
LIVE IN OR LIVE IN POVERTY CENSORSHIP
National Total 48% 52%
National Males Trendera47% 53%
National Females 49% 51%
Coastal Total 47% 53%
Coastal Males 51% 49%
Coastal Females 42% 58% Showtime346 STATISTICS: 8-12
WOULD YOU RATHER...
ONLY HAVE OR ONLY HAVE INSTAGRAM SNAPCHAT
National Total 62% 38%
National Males 63% 37%
National Females 62% 38%
Coastal Total 60% 40%
Coastal Males 60% 40%
Coastal Females 61% 39%
ONLY HAVE A ONLUY HAVE A SMARTPHONE OR LAPTOP FOREVER FOREVER
National Total 75% 25%
National Males Trendera73% 27%
National Females 78% 22%
Coastal Total 76% 24%
Coastal Males 70% 30%
Coastal Females 82% 18% Showtime347 THE TRENDERA FILES: THE FUTURE OF
WOULD YOU RATHER...
MEET A OR MEET A YOUTUBE STAR MOVIE STAR
National Total 39% 61%
National Males 41% 59%
National Females 36% 64%
Coastal Total 32% 68%
Coastal Males 42% 58%
Coastal Females 22% 78%
BE FAMOUS OR BE FAMOUS ON YOUTUBE ON INSTAGRAM
National Total 76% 24%
National Males Trendera79% 21%
National Females 73% 27%
Coastal Total 76% 24%
Coastal Males 79% 21%
Coastal Females 74% 26% Showtime348 STATISTICS: 8-12
WOULD YOU RATHER...
SHOP EXCLUSIVELY OR SHOP EXCLUSIVELY ONLINE IN-STORE
National Total 54% 46%
National Males 58% 42%
National Females 50% 50%
Coastal Total 49% 51%
Coastal Males 56% 44%
Coastal Females 42% 58%
WATCH A SHOW OR WATCH A SHOW ON A COMPUTER ON A TV
National Total 25% 75%
National Males Trendera25% 75%
National Females 25% 75%
Coastal Total 24% 76%
Coastal Males 25% 75%
Coastal Females 23% 77% Showtime349 THE TRENDERA FILES: THE FUTURE OF
WOULD YOU RATHER...
TALK ON OR SEND THE PHONE A TEXT
National Total 38% 62%
National Males 46% 54%
National Females 30% 70%
Coastal Total 37% 63%
Coastal Males 44% 56%
Coastal Females 30% 70%
Trendera
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TRENDERA INSIGHTS. TRENDS. TrenderaSTRATEGY.
LOS ANGELES | NEW YORK 310.279.1047 www.trendera.com @trendera @trendera
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